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Flu vaccination communication in Europe: What does the government communicate and how?

机译：欧洲流感疫苗接种沟通：政府沟通是什么？

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IntroductionThe Flu vaccine is the most effective measure to prevent influenza. Yet, vaccination rates remain at sub-optimal levels, with 10%–29% coverage rates in the general population of the EU. As mistrust in vaccines has increased, effective strategies are needed and one is communication. The aim of this research is to identify vaccination recommendations of the health ministries in 5 European Member States and to investigate the communication strategies used.MethodsTwo methods were employed in this study. A review of flu vaccination recommendations in the European Union and five Members States (Austria, Germany, Malta, Ireland and United Kingdom). Next a content analysis was conducted of flu vaccination communication in those six contexts.Results and discussionAll countries recommend flu vaccination as a primary protection tool, but they differed in their recommendations for various target audiences. Channels for communication included seven websites and 42 other materials. The main messages used were gained framed promotingprotection, either for oneself, family or patients. Most communications provided basic information replying on providing facts and knowledge about the flu and the benefits of vaccination. No information on the development of the communication or its effects were found.ConclusionCommunicating flu vaccination as a protective tool is common across countries and is consistent with the benefits of vaccination. Furthermore, the communications in the countries were not consistent with their recommendations. As the recommendations vary across and within countries, communication becomes a challenge. They should, at a minimum, be consistent with EU and country specific recommendations.
机译：介绍流感疫苗是预防流感最有效的措施。然而，疫苗接种率仍处于次优，欧盟一般人群覆盖率10％-29％。由于在疫苗中不信任增加，需要有效的策略，一个是沟通。本研究的目的是确定5个欧洲成员国的卫生部门的疫苗接种建议，并调查所用的宣传策略。本研究中使用了方法。欧盟流感疫苗接种建议综述（奥地利，德国，马耳他，爱尔兰和英国）。接下来，在这六个上下文中进行了流感疫苗接种通信的内容分析。结果和讨论业务国家建议流感疫苗接种作为主要保护工具，但它们在各种目标受众的建议中不同。通信渠道包括七个网站和42个其他材料。使用的主要信息是框架促进保护，无论是为自己，家庭或患者。大多数通信提供了基本信息，回复提供有关流感的事实和知识以及接种疫苗的好处。没有关于开发沟通或其效果的信息。作为保护工具的组织流感疫苗，在各种各样的情况下是常见的，并且与疫苗接种的好处是符合的。此外，各国的沟通与其建议并不一致。由于建议在各国和国家内部，沟通成为挑战。他们应该至少与欧盟和国家具体建议一致。

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