Wild to Mild: CDC's Influenza Vaccination Campaign Highlights Value of Messaging Around Attenuation of Illness.

The Centers for Disease Control and Prevention's (CDC) 2023-2024 influenza vaccination campaign emphasized outreach to pregnant and parent audiences due to significant recent drops in influenza vaccination coverage. Pre-testing of campaign concepts in June 2023 included 15 moderator-led, virtual focus groups (9 groups of parents and 6 groups of pregnant women). The Wild to Mild concept was selected based on the findings of this testing, which suggested this concept could successfully reset public expectations around the benefits of influenza vaccination by emphasizing attenuation of illness. For this study, we conducted a thematic analysis of these formative research findings to explore the major themes, which informed the selection of the Wild to Mild campaign concept. Formative research findings provided insight into participants' knowledge, attitudes, and beliefs about influenza and influenza vaccination, as well as their willingness to speak to a healthcare provider about influenza vaccination or get vaccinated after seeing campaign assets. Unexpected findings also strengthened messaging around influenza vaccination to be more persuasive to parents of children and pregnant women.