Strategy
The California Department of Public Health (CDPH) expanded its vaccine scheduling platform and launched a bilingual flu and COVID-19 vaccine education campaign.
Challenge
California’s agricultural sector employs hundreds of thousands of farmworkers, many of whom are Spanish-speaking immigrants with limited access to healthcare and experience vaccine hesitancy. The dual threat of flu and COVID-19, combined with language barriers and misinformation, created an urgent need for accessible, culturally relevant vaccination opportunities. Traditional outreach methods had not achieved sufficient coverage among this population, and there was a need to streamline access and boost trust.
Solution
CDPH expanded its “My Turn” vaccine scheduling platform to include flu vaccination, launching the “My Turn for Flu+COVID” campaign. The effort featured the “Dos Vacunas. Una Visita.” (Two Vaccines, One Visit) slogan for Spanish-speaking communities, emphasizing the importance of receiving both vaccines. CDPH produced and distributed a co-branded public service announcement video featuring Dr. Lucía Abascal, which was shared with agricultural employers and community organizations. Mobile vaccine units were deployed to food banks and farmworker housing, offering incentives for dual vaccination. The campaign leveraged bilingual community health workers and social media to engage younger audiences and spread awareness. All materials, including pre-translated consent forms in 11 languages, were made publicly available for easy replication and adaptation by local partners. CDPH partnered with trusted messengers to ensure broad, trusted outreach.
Outcome
The campaign increased flu and COVID-19 vaccination uptake among California farmworkers. The messaging resonated with Spanish-speaking communities, and the use of incentives and trusted messengers drove participation. The campaign’s multi-channel approach-combining digital scheduling, in-person outreach, and social media engagement demonstrated a scalable model for reaching underserved populations. The campaign’s resources remain available for adaptation statewide and have been viewed thousands of times.
Supplemental Materials