VAX4Todos Project
Print activation to reach and inform latinos in the COVID-19 vaccination deployment with engaging content to generate community buy-in.
The Challenges

Overcome fear and distrust catalyzed by ubiquitous disinformation

Breach cultural differences & avoid language disparity

Reach underserved and difficult to access groups with inclusive distribution
The Solution
Connecting with Latinos by leveraging a traditional and trustable channel: A newspaper
…with content created by national latino scientists, physicians and psychologists curated by our storytellers…
Johns Hopkins Medicine
Harvard Medical School
Institute for Healthcare Improvement
Massachusetts General Hospital
…Distributed through highly concentrated areas of hispanics such as bodegas, community centers and churches leveraging also non-profit organizations…