Washington State Department of Health: Verdades del COVID

The Washington State Department of Health launched a campaign to help increase vaccination rates among Hispanics/Latinos by tackling common vaccine misconceptions with simple facts that empower them to choose to get vaccinated.

Situation Overview

There are about 680,000 Hispanics age 18+ living in Washington state. In November 2021, only 50% of the state's Hispanic community 18+ had initiated COVID-19 vaccination compared to 79% of all adults statewide.

To address this, the Washington State Department of Health (DOH) tasked C+C with developing a culturally unique approach to help increase vaccinations among this population and empower them to make the decision to get it.

The new approach needed to build receptivity, intention and action among Washington's Hispanics. Understanding their attitudes, beliefs, barriers and motivators regarding the vaccine would be fundamental to creating...

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