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THE PROBLEM
The Department of Health and Human Services was funding projects to raise vaccination rates and awareness. A non-profit received a grant to encourage vulnerable residents to get vaccinated. The organization hired Strategies for Change Group to create a plan to incentivize black residents in majority-black, underserved communities to get vaccinated.
THE SFCG SOLUTION
We created a program that decreases vaccine misinformation in the Black community through face-to-face engagement and education. We also increased accessibility which increased vaccination participation.
OUR TACTICS
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Increased accessibility with the use of a Lyft program offering free rides to vaccination sites.
Used focus groups, led by teams that had direct connections to the community, helped to gain a better understanding of the community's motivations and needs.
We wanted to ensure that our message resonated with the community we were engaging with. It is a crucial step for our messaging to be synthesized and accepted by the community. Our use of focus groups, led by teams that have direct connections to the community, help to gain a better understanding of the community's motivations and needs. We used the data from the focus groups to create a message around family that everyone in these communities could relate to. And we also used that data to come up with events that would draw the community in to learn about the vaccine and the vaccination process.