I’m going to start lightly, but I end up talking about kids playing Russian roulette.

Me and High Blood Pressure

I don’t manage risk well.  If you give me a bunch of facts and stats and ask me to change my behavior, good luck.  For the past couple years of been treating my high blood pressure by inconsistent attempts at diet, sleeping better, and getting some exercise.  Anything but medication.  It’s a bad decision, and I know it pretty well because my job is health information outreach.  I’ve optimized articles on hypertension for the Web.

What did it take to get me back on medication?  I think my cardiologist actually threatened me.  Also, he woudn’t sign off on something else I needed, (ADD medication).  My sister had a similar experience.  She’s taking her high blood pressure meds because, as she says “I think the doctor said he was actually going to give me a stroke if I didn’t.”

Arguably, since I am only managing my own risk, I’m morally superior to the parents who won’t get their kids vaccinated.  But the moral element isn’t what I’m after today, it’s the thought process and how it might be changed.  My daytime job is basically health outreach.  Getting good information about health into the hands of people that need it.  Often I think we’re too timid.  We don’t want to offend anyone.  This keeps us from telling stories in a way that works.

Kids Dying in Swimming Pools

But first, let’s back up.  Swimming pools kill people.  So do guns.  If you let your kids play at a house a swimming pool you increase their risk.  If you let your kids play at a house where there are guns, you  also increase risk for your child.  Stasticaly, the swimming pool is FAR more dangerous.  But we feel more outraged by the guns.  Why?  We’ve accepted drownings as part of life.  Unfortunate accidents.  We think of them as something that happens passively.  An accidental shooting is active.  Someone DID something.  There is more guilt, some of which will always splash back on the parents.

Just imagine two headlines, without any other facts:

Child Dies in Swimming Pool (add sub-head about tragic unfortunate accident)

Child Killed While Playing With Gun (add sub-head about “could have been prevented” or “poor supervision” maybe “charges pending”)

Both could actually be prevented with about the same level of safeguards and attention, but one we process as passive and one as active.

Now to the vaccines.  Injecting a child with something is active.  Infectious diseases are, like swimming pools, a passive threat.  They are an unfortunate reality.  Tragic, but it happens.  Dying from a vaccination is an active event.  No matter how “correct” the decision may have seemed, that death will feel like the fault of the parent.

But passive and active are constructive, like foreground and background.  It all depends on how the story is told.  Instead of timid recitations of facts, here is how I would do a campaign to encourage parents to vaccinate their children:

Parents Letting Kids Die

Two kids, sitting across the table from each other.  Between them, a gun.  Yes, they are playing Russian Roulette, and Yes, we do show them taking turns and putting the gun to their head, while the parents watch.  Finally, the gun goes off and the kid collapses with the symptoms of swine flu.

Final message? “Take the gun away, get your children vaccinated.”  See? We’ve now converted swine flu into an active risk, and responsibility splashes back on the parents.

If anyone steals this idea, I hope they put it to good use.