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“MEJOR VIVE SIN DUDA”: A SOCIAL MARKETING CAMPAIGN TO PROMOTE COMMUNITY-BASED COVID-19 TESTING AND VACCINATION FOR LATINO IMMIGRANTS
Journal of General Internal Medicine ; 37:S228, 2022.
Article in Spanish | EMBASE | ID: covidwho-1995810
ABSTRACT

BACKGROUND:

Latino communities are disproportionately affected by COVID-19. In response, our Johns Hopkins based team of investigators and community health workers expanded access to free COVID-19 testing, and later vaccinations, through trusted community venues in Baltimore, MD. To promote these services, we developed a community-driven culturally congruent social marketing campaign and website. This work was supported by the NIH RADxUP (Rapid Acceleration of Diagnostics - Underserved Populations) initiative.

METHODS:

The campaign name was chosen using a crowdsourcing open contest, evaluated by community judges and a popular vote. Campaign messaging was informed by prior focus groups and our community advisory board. The reach of the campaign was evaluated through online metrics (Google analytics and Facebook) as well as surveys of individuals obtaining COVID-19 testing or vaccination. Surveys were conducted over a 2-week period (6/25/21-7/9/21) at our main community-based venue, Sacred Heart Church.

RESULTS:

The campaign was named “Mejor Vive Sin Duda" ("Better to Live Without Doubt") based on the results of the crowdsourcing open contest, after which we developed the social marketing advertisements and website which launched in February 2021. Among 252 individuals surveyed in the 2-week period, 33% of respondents had seen or heard of the Mejor Vive Sin Duda campaign, with Facebook being the most popular means of campaign exposure. From March 1, 2021 to December 31, 2021, we received 9,100 unique visitors to the website and reached 254,910 people through paid social media advertisements.

CONCLUSIONS:

Social marketing campaigns present an opportunity to promote COVID-19 testing and vaccine uptake among Latino populations who face barriers to traditional healthcare settings. Community partnerships were integral to campaign success. Campaigns must be paired with accessible and culturally competent healthcare services to lead to equitable improvements in health outcomes.
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Full text: Available Collection: Databases of international organizations Database: EMBASE Topics: Vaccines Language: Spanish Journal: Journal of General Internal Medicine Year: 2022 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: EMBASE Topics: Vaccines Language: Spanish Journal: Journal of General Internal Medicine Year: 2022 Document Type: Article