Out Statewide COVID-19 Vaccine Outreach for Black and
African American Audiences
Date: April 8, 2021
Multi-Million Dollar Statewide
"Let's Get to ImmUnity" Campaign Will Address Questions, Concerns
With COVID-19 Vaccinations Specific to the Black and African American Community
SACRAMENTO- Ahead of expanded
eligibility for the COVID-19 vaccine on April 15 for all Californians aged 16+,
the California Department of Public Health (CDPH) is rolling out tailored
outreach for Black and African American communities across the state. This
latest element of the "Let's Get to ImmUnity" public education
campaign is part of the state's overall Vaccinate ALL 58 effort.
The "Let's Get to ImmUnity"
integrated media campaign launched statewide in early March as part of a
broader $40 million effort to offer answers and reassurance that COVID-19
vaccines are safe, effective, and our greatest tool to end the pandemic. With
the help of radio, print, social media, TV and billboard advertisements, the
campaign aims to reach all Californians, with a focus on multicultural and
multilingual media outlets. The campaign will connect with the Black and
African American community by taking a listening-first approach to understand
their unique concerns, partnering with trusted Black and African American
leaders, and using culturally resonant content.
“Data shows that COVID-19
disproportionately impacts Black and African American communities in terms of
severity, mortality, and economics. These communities are also being vaccinated
at disproportionately low rates,” said Tomás Aragón, CDPH Director and State
Public Health Officer. “We designed this campaign to speak to the
understandable, culturally-specific concerns and questions surrounding the
vaccine of Black and African American communities.”
In the 30-second
TV spot “Darius,” the
campaign’s purpose comes to life via a simple Q&A conversation between
Darius, an African American photographer from East Palo Alto, California, and
Dr. Nadine Burke Harris, the California Surgeon General.
In addition to traditional communication
channels, the campaign will also meet people where they are via community
engagement efforts throughout the state. These efforts will begin in Oakland,
where the campaign will partner with small businesses and community leaders
serving the local Black and African American community to increase awareness of
the safety and efficacy of the vaccines and mobilize community members to get
vaccinated. The campaign will take a ground-up approach to these efforts
providing informational materials that can be displayed in stores, shared with
customers, or amplified on social channels. Community engagement efforts will
expand to Black and African American communities across the state as the
campaign continues and will remain focused on increasing vaccine equity.
The "Let's Get to ImmUnity" campaign
is placing additional focus on geographic areas in the bottom quarter of the
Healthy Places Index (HPI), mirroring the state's announcement last month to increase vaccine supply
in these communities. The public education campaign is an important part in the
state's five-part plan for equitable vaccine administration. Other parts of the
the state's vaccines supply allocated to the lowest 25 percent of ZIP
codes based on the Public Health Alliance of Southern California's HPI,
and reserving appointments for priority populations through My Turn.
a Statewide Vaccine Network with a Third Party Administrator (TPA) to
include appropriate access in disproportionately impacted communities and
supplements this access with evening/extended hours, transportation
services, translation services, home-bound services, mobile vaccine
services, and physical accessibility features at vaccination events, for
the work Community Based Organizations (CBOs) have been doing to provide
critical services and information to Californians during the pandemic.
the My Turn vaccine appointment and eligibility notification platform as a
cornerstone of the state's vaccine data analytics efforts to understand
the demographics of vaccine recipients.