The COVID-19 pandemic is disproportionately impacting underserved and underrepresented minority communities, highlighting the public health effects of deeply-rooted institutional distrust. This campaign provides easily accessible, culturally appropriate information to vulnerable populations through a multimedia campaign conducted through means compatible with social distancing guidelines. During February, March, and April of 2021, this campaign will work within predominantly minority communities to develop and disseminate relevant content aimed at dispelling misinformation around COVID-19 and vaccines. To reach new audiences in their homes, Grapevine Health will produce and market video microcontent based on NNLM materials primarily through organic social media connections. Additionally, to drive community interest and engagement, Grapevine Health will collaborate with subject matter experts and individuals who have personally struggled with addiction to create a series of varied podcast experiences. Audience engagement and retention will be driven through regular analysis and adjustment of outreach strategy based on community response, as well as in accordance with shifting COVID-19 guidelines.
Project Details
Grapevine Health
Lisa Fitzpatrick