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“THE
CONVERSATION / LA CONVERSACIÓN
campaign—and our efforts with the UnidosUS Esperanza Hope
for All campaign—use
trusted voices to send the message that the vaccines are our best chance
at getting back to our lives. But we need more support to make sure
everyone can get a vaccine as a new report from our friends at KFF
shows. Unvaccinated Latinos want to get the vaccine but face
obstacles such as not having access to paid leave, being asked by vaccine
providers for sensitive information that increases
barriers to getting more Americans vaccinated, or hard to access
vaccination sites. We need to reaffirm that COVID-19 vaccines are
free and available to ALL, regardless of immigration status or
access to health insurance and we also urge that sites are put in places
where Latinos are: schools, workplaces, and community centers across the
country,” said UnidosUS President and CEO Janet Murguía.
The new messaging comes
at a critical time with vaccines now authorized for individuals 12 and
older. Even as vaccine availability expands, concerns about equitable
distribution remain with most states
reporting that Hispanic, as well as Black, populations, have received
smaller shares of vaccinations relative to their population size to date.
Recent findings from
the KFF COVID Vaccine Monitor shows strong
interest from many Hispanic adults in getting vaccinated as soon as
possible, indicating an opportunity
for increased outreach and information. Health care providers, especially
those representing the community, have consistently been shown to be the
most trusted and preferred resources for information about the vaccines.
“Unvaccinated Hispanic
adults are much more likely to want to get vaccinated than other adults
and THE
CONVERSATION/LA CONVERSACIÓN provides a platform for trusted
messengers to build on interest in the Latino community in getting
vaccinated,” said KFF President and CEO Drew Altman.
Eligibility
and access issues, as well as questions about vaccine safety and
efficacy, are among issues highlighted in more than 75 FAQ videos from
Latinx healthcare workers, reflecting some of the most common concerns
raised in KFF research.
In addition to
providing accessible facts and dispelling misinformation, the health care
workers also share their own experiences getting vaccinated, what it
meant for them both personally and professionally, as well as their hopes
for what it means for the community. “This is about returning to our
roots, to our families, to being able to be safe and not live in fear,” says
Susana Morales, MD, a primary care doctor in one of the videos included
in the campaign. Dr. Morales, who is Vice Chair for Diversity in the
Department of Medicine at Weill Cornell Medicine, is one of 10 Latinx
health care workers featured in the new campaign.
YouTube provided
funding to support development and distribution of the series and both
YouTube and Google are providing high visibility promotion on their
platforms. Facebook is supporting the campaign as part of a broader
effort to amplify trusted voices in communities to help reach people most
affected by COVID-19. Twitter and Pinterest are also helping to get out
the messaging on their platforms.
Previously
released messaging focused on the Black community and featured Black
health care workers. This
content was presented with the Black Coalition Against COVID and is
supported by a broad array of health and community groups.
All content is
available rights-free and designed to be shared on social media and can
be easily embedded on other organization’s websites. A community toolkit
provides additional graphics and promotions to extend reach of the
messaging.
For more information
about THE
CONVERSATION / LA CONVERSACIÓN go to:
www.BetweenUsAboutUs.org
l www.EntreNosotrosSobreNosotros.org
www.youtube.com/GreaterThanCOVID
The California
Health Care Foundation, California
Community Foundation, The
California Endowment and Sierra
Health Foundation have
generously contributed to the production and are supporting distribution
of the Latinx series.
UnidosUS, previously known as NCLR (National Council of La Raza),
is the nation’s largest Hispanic civil rights and advocacy organization.
Through its unique combination of expert research, advocacy, programs,
and an Affiliate
Network of nearly 300
community-based organizations across the United States and Puerto Rico,
UnidosUS simultaneously challenges the social, economic, and political
barriers that affect Latinos at the national and local levels. For more
than 50 years, UnidosUS has united communities and different groups
seeking common ground through collaboration, and that share a desire to
make our country stronger. For more information on UnidosUS, visit www.unidosus.org or follow us on Facebook, Instagram, and Twitter.
KFF
(Kaiser Family Foundation) is a
national nonprofit leader in health policy analysis and polling,
journalism and social impact media. No affiliation with Kaiser
Permanente. Visit the COVID-19
Vaccine Monitor Dashboard, Racial
Equity and Health topic page
and KHN.
Greater Than
COVID is a
public information initiative from KFF to help individuals take charge of
their health during the evolving COVID-19 public health crisis. Tailored
media messages and community tools address information needs about the
vaccines.
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