IGotMyShot Campaign to Combat Vaccine Hesitancy

About the Program

Category: Health (Best in Category)

Year: 2022

In April 2021, COVID-19 vaccines became available to Florida residents 16+. Research revealed that vaccine hesitancy was growing, especially with Hispanic and African American citizens under 50 years old, due to the spread of misinformation and speed of its development. However, research also uncovered that this demographic could be swayed to get vaccinated once armed with facts. The Orange County Government Communications team set out to reach Hispanic and African American residents to encourage vaccination through the #IGotMyShot public safety campaign, using the key messaging that the COVID-19 vaccine is trusted, convenient and free. Our efforts paid off as Orange County Hispanic and African American vaccinations more than doubled and the overall vaccination percentage increased from 28% on the campaign’s launch on April 14, 2021 to 71% by the campaign’s conclusion on September 14, 2021.