The Challenge: Latino communities in NYC have disproportionately been affected by COVID-19. Data shows that more Latinos have died from COVID-19, and at rates greater than any other race or ethnic group in NYC. There have been more reported cases of COVID-19 among Latino New Yorkers coupled with lower rates of COVID-19 vaccinations. In order to reach this specific group of 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 initially created in native Spanish and informed by community input via focus group testing of New Yorkers in the respective communities. The campaign was back translated to English and developed in 5 other Spanish-language dialects (Garifuna, Kiche, Kichwa, Mixteco, Nahuatl) with input from community and language experts.
This campaign encourages people to get vaccinated not only for their health, but for their family and community as well. Showing some of the most missed activities like hugging and time spent with friends and family, these print and video ads illustrate how the COVID-19 vaccines will help us all get back to the activities and people we love, regardless of insurance or immigration status.