Biden Administration Plans Localized Approach to Promote Covid-19 Vaccine
WASHINGTONThe Biden administrations new campaign promoting Covid-19 vaccination will emphasize working with community groups and others to target specific populations that are skeptical of the vaccine, senior administration officials said.
More than two thirds of the overall messaging budget will be spent on such localized outreach, with less than a third to be spent on ads for television, digital, print and radio. The White House didnt provide a total budget for the campaign, but officials said it would largely be funded by money from the $1.9 trillion coronavirus relief package that became law this month and will be made available beginning in April.
The localized campaigns focus will be built around the slogan We Can Do This, and will rely on messengers from community-based organizations to press the importance of the vaccine, especially in underserved populations, including rural ones. The administration plans to work with clergy and hospital associations as well as civic, agricultural and business groups. They will receive grants and resources to promote the vaccine through activities including canvassing, town-hall meetings and local advertising.
A one-size-fits-all approach will not suffice here, said Dr. Marcella Nunez-Smith, head of the Covid-19 Health Equity Task Force, a group President Biden created to address the disproportionate impact of the pandemic on certain communities.
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