Vaccinate ALL 58 (VA58)
VA58 is California’s COVID-19 vaccination campaign that proactively reaches communities suffering from the greatest social and health inequities. Launched in December 2020, the campaign uses a data-informed approach to provide Californians with timely, reliable, accurate, and actionable information about COVID-19 vaccines so they can best protect themselves and their communities.
SUCCESSES
Contributed to the more than 86 million (and counting!) COVID-19 vaccinations administered in California. Confronted the challenges to increasing vaccinations
- mis- and disinformation from social media and personal networks,
- barriers to access, and
- mistrust of government.Used data-driven and equity-centered approaches learned from the California Census 2020 project:
Used data-driven and equity-centered approaches learned from the California Census 2020 project:
- Identified communities with the lowest vaccination rates and tailored outreach and education efforts based on those unique challenges and barriers.
- Relied upon trusted community messengers–like local nonprofits, medical professionals, elected officials, faith leaders, and ethnic media outlets–to connect with communities in the language they speak, validate their concerns, and provide accurate information to make informed decisions.
- Executed dynamic multimedia campaigns that use culturally competent materials to be responsive to new and evolving information.
languages messaging and materials were provided in
community-based organization funded
vaccine appointments made or referred
contacts made through in-person outreach (events, door-to-door canvassing, phone banking)
CORE VALUES
Equity
Funded more than 200 community-based organizations and 796 projects that activated trusted messengers to inform and educate Californians about COVID-19 vaccines.
Access
Organized 514 mobile clinics and held events at familiar community locations like schools, barber shops, places of worship, health clinics, senior centers, and flea markets.
Data
Analyzed census tract and county-level data to prioritize communities with the lowest vaccination rates and identify the best tactics and approaches for reaching them effectively.
PUBLIC AWARENESS
Combatted misinformation through nearly 50 public information and awareness advertising campaigns using more than 12,000 creative assets in multiple languages. Engaged more than 100 social media influencers and placed 2,037 earned media pieces in ethnic media outlets in more than 14 languages to reach Californians where they are.