2.2 Response Implemented

2.2.1 Public communications

2.2.1.1 Public communication campaign

The Australian Government developed a national public communication campaign during the 2009 pandemic based on the following four main drivers, and delivered it in four rounds.

1. To ensure the wide dissemination of the key messages that good hygiene practices and maintaining distance from people who are unwell are the most effective methods of reducing the spread of disease. (Delivered in May 2009)
2. To advise Australians about the pandemic (H1N1) 2009 vaccine, its availability and the importance of being vaccinated. (Delivered in September 2009)
3. To advise parents that the vaccine was available for use in children aged from six months to under ten years, with a key message of encouraging parents to vaccinate themselves and their children. (Delivered in December 2009)
4. To challenge any perceptions or myths that may have limited uptake of the vaccine. (Delivered in March 2010).

Qualitative research was undertaken prior to commencement to test the concepts in print and radio advertising, and to evaluate the effectiveness of ‘swine flu’ information and personal protection messages. Research was also undertaken to understand the effectiveness of these campaigns. Details on the national campaigns and research outcomes are provided as Appendix B to this review.

In addition, the states and territories ran strong communication campaigns based on their seasonal influenza messages encouraging good personal hygiene practices that were in the process of being rolled out when the pandemic commenced.

To ensure that messages were adapted and communicated appropriately for Indigenous Australians, the Australian Government, with the support of a specialist communications agency that developed community information materials specifically for Indigenous Australians, including a fact sheet, questions and answers and radio and print advertisements. Key messages included information on good hygiene practices, identifying people vulnerable to severe outcomes and encouraging people to get medical help early. These messages were disseminated through Indigenous print and radio media, with radio advertisements translated into seven Indigenous languages. Communications materials were also made available through a specific information portal for Indigenous Australians on the Health Emergency website. During the vaccination phase, new radio and print advertisements were developed and supported by vaccination posters and fact sheets in the format of questions and answers for distribution in Indigenous communities. Several states and territories also developed specific communications materials and advertisements targeted to Indigenous Australians.

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2.2.1.2 Websites

The Health Emergency website was activated to respond to the public health emergency, and was established as the main source of information for the public and for healthcare professionals. The site allowed for two million users per day, ten million hits per day, and two million hits per hour. It registered more than 28 million hits between May 2009 and September 2010, with an average of approximately 58,000 hits per day. The peak number of hits occurred during June 2009, averaging approximately 200,000 hits per day. The Pandemic Influenza website was not specifically designed to withstand heavy traffic during an emergency response.

The Health Emergency website content was reviewed daily and updated as required. Information about identified cases from all states and territories, including number of deaths, was posted on the site twice daily for the first few months, changing to once daily in the later part of the response.

Information regarding the prevention, protection and treatment of influenza was available for download and use by the general public, medical practitioners, businesses and community groups. States and territories also provided locally tailored information on their health department websites. In an effort to ensure accuracy and avoid duplication, the Australian Government website contained links to all state and territory health department websites and to other relevant Australian Government websites containing information and advice.

Widgets/web badges were developed for schools and other relevant organisations to place on their websites to encourage parents to vaccinate their children against pandemic influenza.

2.2.1.3 Telephone hotlines

On 27 April 2009, the Australian Government established a national H1N1 Influenza Hotline (180 2007). The purpose of the hotline was to provide a scripted response to callers who had questions about the pandemic, to advise callers where further information was available and, later in the response, to provided scripted information on the national Pandemic (H1N1) 2009 Vaccination Program. Jurisdictional public health units also managed hotlines to provide tailored local information.

During the initial response, calls to the national hotline peaked at about 2,000 per day. The highest number of calls experienced per day was 4,713 in early June 2009. By early September 2009, calls had dropped to about 15 per day. Another peak coincided with the announcement of the Pandemic (H1N1) 2009 Vaccination Program in late September 2009, with 952 call per day the highest number received at that time, dropping to an average of 400 calls per day during October 2009. From November to December 2009 the average number of calls per day was 71. As at the end of August 2010, the average number of calls per day for 2010 was 21.

2.2.2 Media

Media interest in this health emergency was unprecedented. There was high demand from Australian and international media for interviews, with foreign correspondents particularly focused on the Australian response. Images were sought by media, including footage on thermal scanning in airports, ‘flu clinics’ and incident response rooms, as well as patients in intensive care units on extra-corporeal membrane oxygenation (ECMO), which facilitated greater understanding of the real impacts of the disease.

Throughout the response, the NHEMRN met regularly. This group provided advice to the AHPC and coordinated the public communications response with a view to ensuring consistency of messages.

At national level, during the response 311 situation reports were provided, 350 sets of national talking points developed, more than 50 press conferences held, 119 media releases developed and more than 200 daily case number updates provided. Media monitoring summaries of what was being reported nationally and internationally were released initially three times per day to all jurisdictional media units, the AHPC and a range of medical organisation stakeholders.

The DoHA developed national health talking points for each situation report based on current health issues in the media. While these talking points were primarily for the Prime Minister and other ministers, they were distributed widely to assist stakeholders, such as medical associations, to provide informed comment to the media. The talking points were also supported by a set of questions and answers for use by all Australian governments and other stakeholders. Whole-of-government talking points were also prepared by the Australian Government Attorney General’s Department. These regular talking points ensured that governments were able to provide consistent messages and the latest information to the public on a range of issues as required.

There was high demand for the CMO and state and territory CHOs to participate in regular media conferences and updates, radio interviews, radio talkback programs and international media. The Australian Government held more than 50 media conferences, which were attended by the Australian Government Minister for Health and Ageing and/or the CMO.

Throughout the pandemic response a multitude of media releases was produced by all Australian governments, academics, medical stakeholders and other interested members of the community.