In November of 2021, 42% of Washington’s Black and African American community remained unvaccinated against COVID-19 (21% behind the overall vaccination rate in WA). The Washington State Department of Health (WA DOH) created a social marketing initiative called WeConsider and Here For Us to increase COVID-19 vaccination rates in the Black and African American communities.
Lessons Learned and Key Factors for Success
The campaigns helped increase vaccination among the adult Black/African American community by 15 percentage points. They delivered 15,000 social media engagements and 68 million completed video views. In July 2023, the Baptist Convention hosted another community event and invited the campaign team and key partners back to talk about successful vaccination rates. During this event, the team received overwhelmingly positive feedback from the Black community that the strategy used for this campaign is helping rebuild trust and confidence in vaccinations and in government partnerships. This feedback affirms that community-led strategies that center community voices are effective and powerful ways to build trust.