The California Complete Count Census 2020 was a revived, every-10-year process experiment that proved one thing: trusted messengers were the key to reaching "hard-to-count" populations throughout California. That is why the state invested over $187 million in that effort that panned out. The state stayed away from federal top-down messaging as well as going beyond legacy media. Ethnic media played an even stronger role in reaching niche communities and neighborhoods throughout California.
When the pandemic hit in 2020, California used the same strategy to reach fearful residents about the covid-19 vaccinations through its "Vaccinate All 58" campaign. CBOs and local staff shared information through door-to-door canvassing, neighborhood, and ethnic media, which was tailored culturally and linguistically to the local population. Local youth used the power of social media, and their followings to connect with younger generations about the COVID-19 updates and vaccination information. At that time, the state of California campaign analyzed regional data (ZIP codes/census tracts) to target areas with the lowest vaccination rates and highest inequities.
Comments
Nothing yet. Say the first thing.
Sign in to join the conversation.