Table of Contents 6 2012 OVATION Awards Winning Entries

esult would be necessary to become one of the top performing Toronto hospitals for flu shot compliance, and to
demonstrate that our campaign had truly impacted the organization’s culture.
Intended Audience(s):
For the purposes of this campaign, it was vital to target all healthcare workers, support staff and volunteers within
the hospital. This group comprises approximately 3,800 individuals, including 1,500 registered nurses, nearly 500
allied healthcare workers, 500 support staff and administrators, 700 physicians and 600 volunteers. These
stakeholders are a highly educated group, with about three‐quarters holding a minimum of a Bachelor’s degree—
many of these hold additional professional designations as well, including MDs and RNs. Still, for a workforce with
such a proliferation of educational credentials, the apparent lack of understanding about the importance of
vaccinations posed a particular problem. Many have told us they do not need flu vaccinations because they wear
personal protective equipment when caring for patients with known contagions; others felt they had developed
built‐in immunities to the flu because of their constant exposure. Neither of these reasons for avoiding vaccination
is medically valid, yet our intended audience commonly cites these excuses. The other key excuse for avoiding the
flu shot is a lack of time, attributed to hectic schedules and a shortage of resources that allow front‐line staff to
leave their units long enough to get their vaccination.
The nature of healthcare also precludes the extensive use of computer‐based communication tactics, since only
about one‐third of staff has dedicated access to a computer. Most front‐line healthcare professionals are part of
large units that have shared computer access. Therefore, a range of traditional print and face‐to‐face tactics are
critical for achieving success with this target audience.
Goals and Objectives:
1. To achieve a 50% corporate flu vaccination compliance rate by November 15, 2011.
2. To become one of Toronto’s top five hospitals for flu compliance, as identified by Toronto Public Health
reports.
3. To implement a successful campaign that achieves the above goals and objectives, on time and on budget.
Solution Overview:
To combat the low 2009 compliance rate of