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SACRAMENTO  Gov. Gavin Newsom routinely boasts that California has “one of the highest vaccination rates in the United States of America.” Yet Newsom rarely mentions that vaccinations have largely stagnated in Black and Latino neighborhoods hardest hit by the coronavirus, and in rural outposts where opposition to vaccines runs rampant. In these communities, deep distrust of government and the U.S. healthcare system has collided with California’s high-stakes effort to finish inoculating its 34 million vaccine-eligible residents. These are places where state health officials believe they can change a significant number of minds. But the Newsom administration is struggling to do so, public health experts say, hampered by its inconsistent and hastily developed public messaging and outreach campaign that relies too heavily on private advertising firms and companies such as Google and Blue Shield of California.

Alameda countyUnited statesPlacer countyButte countySanta clara countyCentral valleyLos angelesGavin newsomSara codyTony itonRob oldhamYolanda richardsonMark ghalyHuman servicesCalifornia healthCalifornia government operations agency