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The long-awaited federal government campaign to build confidence in COVID-19 vaccination, unveiled last week and unrolling as we speak, has at least three key components: (1) Television ads in English and Spanish conveying the message “We Can Do This” (2) a “nationwide network of local voices people know and trust,” dubbed the COVID-19 Community Corps, encompassing some 275 partner organizations, and (3) new social media frames “so Americans can display their choice to get vaccinated and encourage their friends and family to do the same.”
The effort is “a campaign to increase vaccine confidence while reinforcing basic prevention measures.” The hope is that friendly, familiar, authoritative, credible, and persuasive voices will be heard, trusted, and heeded. Roll up your sleeves, don’t toss that mask.