Listen to this article

The Biden administration is looking to announce a coalition of community, religious and celebrity partners to promote Covid vaccines. The campaign of the US Department of Health and Human Services, “We Can Do This”, features television and social media ads, but it also relies on a community corps of public health, athletic, faith, and other groups to spread the word about the safety and efficacy of the three approved vaccines. The move came amid worries that reluctance to get vaccinated will delay the nation’s recovery from the coronavirus pandemic. On Thursday, Vice President Kamala Harris and Surgeon General Vivek Murthy met with at least 275 inaugural members of the community corps to kick off the effort. During the first meeting of the corps, Harris said, “No matter the community, trusted leaders are the best way to boost confidence. And trusted leaders; you are the best way to deliver information”.

The focus on trusted leaders emerges from both internal and public surveys showing those skeptical of the vaccines are most likely to be swayed by the local, community, and medical encouragement to get vaccinated, instead of messages from politicians. On Tuesday, the White House COVID-19 director of strategic communications and engagement, Courtney Rowe briefed governors on the new initiative. Rowe informed them that people need to hear from those they know and trust. She added that the initiative would be empowering the leaders people want to hear from. The coalition includes health groups like the American Medical Association and the National Council of Urban Indian Health, sports leagues like the NFL and MLB, rural groups, unions and Latino, Black, Asian-American Pacific Islander, and Native American organizations as well as coalitions of faith, business, and veteran leaders.

The US DHHS was also launching its first national ad campaign promoting vaccinations, designed at senior, Latino, and Black Americans. And in partnership with Facebook, it was deploying social media profile frames so that ordinary Americans could share their intent to get vaccinations and their experience with the shots to their peers. The United States will have enough supply of COVID-19 vaccine to cover all adults in the country by the end of May. President Biden’s administration is now shifting its efforts to ensure nearly all Americans choose to get vaccinated. Last week, Biden announced he doubled the goal for vaccine doses administered within his first 100 days in office to 200 million. At least 150 million doses have been administered and 54.6 million Americans are now fully vaccinated. The administration also announced the spending of $10 billion to fight vaccine inequities.