Generations United: Valuing Vaccinations Across Generations Expands International Efforts

Generations United is expanding its international campaign, Valuing Vaccinations Across Generations, as they continue working with teams led by the Tokyo Metropolitan Institute of Gerontology (TMIG) in Japan and the University of Granada – Business Sector Foundation in Spain.

Generations United launched the campaign in 2016 with The Gerontological Society of America and the American Academy of Pediatrics to bridge the importance of immunizations within segmented groups into an intergenerational conversation within families and among different generations. In its first year, the campaign reached over 32 million readers and listeners as well as an audience of more than 5.2 million through Twitter and Facebook.

In the U.S., Valuing Vaccinations Across Generations will continue to produce compelling and shareable content including new memes about the critical importance of vaccinations across generations. Moving forward, Generations United will deepen its engagement with new and current partners to reach new audiences, leveraging Grandparents Day and other relevant platforms for raising awareness.

The campaign team in Japan will continue sharing its message through Manga cartoons and translated content on its website, leaflets and social media. Additionally, the partners in Japan will build upon their successful grassroots strategy through presentations and direct outreach in communities. Campaign articles will be posted on health-related magazines in addition to the campaign being promoted through intergenerational workshops held by TMIG and the Japan Intergenerational Unity Association.

In Spain, the campaign team is recruiting participants to continue  a study on vaccine beliefs and attitudes. A team led by researchers at the University of Granada will train older adults to go into schools to educate young people about vaccines. Outreach materials will include a mini-guide to facilitate family literacy on vaccines and vaccination. The campaign will also work with health professionals in Primary Care Centers and senior centers.

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