Campaign aimed at increasing COVID-19 vaccine participation launched

Mayor Kim Janey and Health and Human Services Chief Marty Martinez today announced the Boston Public Health Commission’s Hope campaign, a new multilingual public awareness campaign, encouraging residents to get the COVID-19 vaccine when it is their turn.

“This campaign was created to speak to the heart of what has been missing in our lives and what can be better, if we get vaccinated. Every dose of the COVID-19 vaccine brings us one step closer to putting this pandemic behind us. Every dose gives us new hope for brighter days ahead,” said Mayor Janey. “I encourage every Bostonian to get vaccinated when it is your turn. Until then, stay vigilant by wearing  a mask in public, washing your hands, keeping your distance and continuing to get tested regularly.”

The ads feature a diverse group of people who speak a variety of languages and aim to build trust with communities of color and other populations disproportionately impacted by COVID-19. It will be localized to target specific neighborhoods and reach individuals in their own languages.

“An equitable response and recovery from this pandemic means we must break down barriers so that every Bostonian not only has access to the vaccine but also has the information needed to make an informed decision about getting it,” said Marty Martinez, Chief of Health and Human Services. “This vaccine gives us hope as we continue to battle this virus and look forward to life after COVID. The best way to protect yourself, your loved ones and your community is to get the vaccine when it is available to you.”

The $465,000 campaign developed by marketing consultant Archipelago Strategies Group, Inc. (ASG) launched last week and the first phase will run through June. It will be visible on a variety of platforms in several languages, including television, radio, paid social media, billboards, streaming services, and print advertising.

“Ensuring that every community has the resources and information necessary to access COVID-19 vaccinations is the only way to ensure our city, state, and country will finally put this pandemic behind us,” said Josiane Martinez, CEO & Founder of Archipelago Strategies Group, Inc., a women and minority lead firm. “ASG is confident that with clear, concise, culturally relevant messages we can save more people from getting infected and prevent more untimely deaths. Equipped with knowledge and confidence more people will choose to get vaccinated to protect their health, their family’s health, and the health of our City.”

Along with building widespread public awareness of the benefits and importance of getting the vaccine, the City is focused on equitable distribution efforts. Under the State's leadership, the City is taking a four-pronged approach to vaccination: 

• Mass Vaccination Clinics, where the goal is to vaccinate the highest number of individuals;  
• Priority Group Clinics to vaccinate a targeted number of individuals within a specific priority group;  
• Community-based Public Clinics to vaccinate any individual eligible to receive a vaccine at easily accessible locations throughout Boston's neighborhoods; and 
• Mobile vaccination sites with the goal to vaccinate the hardest to reach Boston residents by bringing small-scale mobile clinics to them.  

The City of Boston has set aside vaccination appointments at the mass vaccination sites in Boston for our hardest hit communities. The Offices of Health and Human Services, Age Strong Commission, Mayor’s Office of Immigrant Advancement, Commission for Persons with Disabilities, and other departments are doing extensive outreach to community organizations, coalitions and neighborhood groups to create access to the vaccine for those populations most impacted.

As of March 30, 2021, 119,218 individuals who are 16 years of age or older have been fully vaccinated in the City of Boston. 42 percent of fully vaccinated Bostonians are people of color. 11,649 Asian/Pacific Islander residents are fully vaccinated; 22,328 Black residents are fully vaccinated; 12,284 Latinx residents are fully vaccinated; and 175 American Indian/Alaskan Native residents are fully vaccinated. In comparison, 57,703 white residents are fully vaccinated. For more information on vaccination rates, visit here.

For more information about the COVID-19 vaccine in Boston, visit here or call 3-1-1.