Trusted Messengers at the Heart of the Vaccinate ALL 58 Campaign

The Vaccinate ALL 58 (VA58) campaign, in partnership with the California Department of Public Health, launched in December 2020 to raise awareness about the safety and effectiveness of COVID-19 vaccines. With a focus on Californians most impacted by the virus, the campaign partnered with trusted messengers across the state to educate Californians on harm reduction and facilitate vaccine appointment assistance.

 

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Equity Driven Decision-Making

We helped put on 400 mobile clinics where over 50,000 community members were vaccinated. Working with the state changed our relationships for the better, and now our [local government] public health department understands they need to work with the local CBOs. They saw that CBO’s can really do the work. We’re still working with public health departments today.”

Mario Ortega, Abrazar, Inc., Orange County

Results

  • Activated and resourced more than 200 community-based organizations (CBOs) who served as trusted messengers to inform and educate Californians, resulting in booking or referring over 4 million appointments.

  • Funded 796 grassroots projects that reached into the heart of neighborhoods through small community organizations.

  • Developed nearly 50 public education campaigns to combat misinformation – including more than 12,000 creative assets in multiple languages.

  • Partnered with ethnic media to create content and drive 2,037 earned media placements.

  • Organized 514 mobile clinics and closely led last minute gaps through trusted messengers.

  • Utilized the state’s COVID-19 Outreach Rapid Deployment tool to analyze granular data to identify and reach communities to build vaccine confidence and increase access.

 

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Rooted in equity, access, convenience and data, the campaign reflected the State’s commitment to equity and inclusion and sought to educate and support those Californians most impacted through a network of trusted messengers across the state.

Vaccinate ALL 58 Evaluation Report

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Youth Engagement Partnership Program

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Vaccinate ALL 58 Evaluation Summary

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Neighborhood Partnership Program

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