The Challenge: Over the past year, the Black community has disproportionately been affected by COVID-19 and have had lower rates of COVID-19 vaccinations overall compared to many other communities. In order to reach Black New Yorkers, a personalized campaign needed to be developed.
Our Impact: DCF, along with NYC Health, developed a multi-lingual media campaign promoting COVID-19 public health guidance and the latest information about vaccines. Targeted to specific communities, concepts of this campaign were informed by community input via focus group testing of New Yorkers in the respective communities, and developed in 6 languages (English, Haitian Creole, French, Wolof, Hausa, Garifuna) with the input of community and language experts.
This city-wide campaign shows images of family and friends getting back together and enjoying the activities they have missed over the past year. The print and video ads emphasize that as more New Yorkers get vaccinated, we will all be able to get back to the things we have missed and the people we love. Not only does this campaign promote vaccinations, but it encourages people to get the facts about the vaccines so that they may be empowered to make their own decisions.