Lessons Learned From Community Workers Beat the Virus, a Multimedia Campaign Cocreated With Trusted Community Leaders

ABSTRACT

[...]per recommendation from community leaders, we designed 52 Facebook, Twitter, LinkedIn, and Instagram posts in Spanish and English;2 print ads published in multiple local newspapers;and 27 thirty-second radio spots (Selected videos from the campaign are posted here https//tinyurl.com/ 4wb48yxr;Social media posts are here https//tinyurl.com/2x8awty9). LESSONS LEARNED FOR FUTURE PUBLIC HEALTH CAMPAIGNS The academic-community partnership to codevelop COVID-19 public health communication serves as a model for responding to information needs in public health crises. Engaging community health workers and leaders took a considerable amount of coordinated effort but showed significant potential to reach diverse groups (via media monitoring of impression), aid in debunking myths, and address misinformation to respond to the impact of COVID-19 in underresourced communities. Capitalizing on the community health workers' lived experiences and working knowledge of their communities offers a sustainable resource for the development of public health communication strategies that resonate with underresourced groups.