Massachusetts Department of Public (DPH) Division of Community Engagement (DCE)
Vaccine Confidence Campaigns
Increasing confidence in vaccines among Spanish and Haitian Communities in Massachusetts
CAMPAIGN
DEVELOPMENT
MEDIA STRATEGY
& BUYING
COMMUNITY ENGAGEMENT
& EVALUATION
Insights: Research revealed that vaccine hesitancy in priority communities was less about outright opposition and more about misinformation, low prioritization amid competing life demands, and lack of trusted, culturally relevant sources.
Impact: The campaign was co-developed alongside community advisory group members, ensuring messaging, visuals, and messengers reflected lived experience and local context. This collaborative approach strengthened trust, increased authenticity, and resulted in a campaign truly built by the community, for the community.
