Health & Safety

DHHS COVID Vaccine Confidence

National rapid response effort to increase COVID-19 vaccine confidence among Hispanic communities through targeted media and partnerships.

The Goal

Our primary goal was to increase COVID-19 vaccine confidence among diverse Hispanic audiences. Through targeted communication strategies and leveraging trusted voices, we aimed to address vaccine hesitancy and encourage higher vaccination rates within these communities.

The Strategy

In a national rapid response effort, we implemented a multi-layered strategy with state, regional, and local focus. We hyper-targeted markets with low vaccine uptake, addressing a full spectrum of Hispanic audiences including essential workers, Hispanic adults 65+, parents of children 6+ months, and all Hispanic adults 18+.

We utilized social norming of COVID vaccines through “edu-tainment” approaches that included drama, comedy, empathy, and human interest stories featuring celebrities to capture the attention of lower health literacy audiences. Trusted voices such as doctors, nurses, community health workers (promotores de salud), and celebrities were also leveraged to enhance credibility and engagement.

The results

Our campaign achieved significant milestones. We invested $20 million in paid media, utilizing traditional GRPs and impressions to maximize minority-owned and operated placements on national, local, and hyperlocal levels.

We garnered earned media through over 130 interviews with more than 20 doctors and nurses. Additionally, we engaged in both in-person and virtual outreach through events and partnerships with over 30 community-based organizations (CBOs), faith-based organizations (FBOs), and national advocacy groups across 14 states and Puerto Rico.

The deliverables

We delivered a comprehensive suite of services and materials to support our campaign. This included extensive market research through literature reviews, environmental scans, social listening, and focus groups. We produced a variety of messaging and materials, including digital videos, TV and radio PSAs, print ads, digital and social media assets, and a chatbot.

Our media dissemination efforts encompassed a paid multimedia buy at national, local, and hyper-local levels, as well as earned media through radio and TV featuring doctors and nurses.

We also leveraged HCN-owned channels, including HCN La Red Hispana radio, social media, and web platforms. Additionally, we managed mini-grants to support activations and events with community-based organizations (CBOs), faith-based organizations (FBOs), and national advocacy groups, ensuring robust community and partnership engagement.