Permian Strategic Partnership: Vaccines for anti-vax land

The Permian Strategic Partnership (PSP), a non-profit in the United States, ran a multichannel, bilingual campaign to boost COVID-19 vaccination rates.

The Challenge

By January 2022, the COVID-19 vaccine had been available for over a year. The unvaccinated could no longer be considered "vaccine hesitant." Most were adamantly against it. And the few identified as "vaccine curious" lived in rural areas with an overwhelming anti-vax majority.

One such area is the Permian Basin, a 75,000 square mile desert region spanning from Texas to New Mexico. It is America's oil country—home to a tough, no-nonsense way of life. At that time, only 49% of the Permian Basin adults were vaccinated. This sad fact was negatively affecting the workforce and hospitals. Far too...

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