• Julie A Gazmararian, Walter Orenstein, Mila Prill, Hannah B Hitzhusen, Margaret S Coleman, Karen Pazol, and Natalia V Oster.
• Emory University School of Public Health, Atlanta, GA, USA. jagazma@sph.emory.edu
• Clin Pediatr (Phila). 2010 Nov 1; 49 (11): 1018-25.

ObjectiveTo explore the knowledge and attitudes of mothers of school-aged children toward influenza vaccination and assess what methods of communication about vaccination and its delivery work best among this audience.MethodsThe authors conducted focus groups with mothers of school-aged children. Prior to the focus groups, investigators agreed on key themes and discussion points. They independently reviewed transcripts using systematic content analysis and came to an agreement on outcome themes.ResultsMany study participants had misunderstandings about influenza vaccines and the definition of influenza. A common perception was that flu is a catch-all term for a variety of undefined illnesses, ranging from a severe cold to stomach upset. Few participants saw a societal benefit in vaccinating children to protect other populations (eg, the elderly).ConclusionsThis study represents a first step in understanding how mothers perceive influenza vaccination and for crafting effective communication to increase vaccination among school-aged children.

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