Know your audience, optimize your reach, prioritize multi-lingual outreach
Reports on state vaccine incentive programs are showing mixed results, with many citing dwindling rates of vaccination. It’s difficult to draw conclusions because vaccination rates have continued a steady decline nationally since April 2021’s significant uptick, which occurred due to ample supply and increased eligibility for most Americans.
Aggregated here are insights from four states with unique approaches:
- In Michigan, reports suggest that insufficient marketing of the lottery might be to blame for persistent low rates of vaccination.
- In Colorado, concerns about racial discrepancies continue, with only 10% of the vaccinated population identifying as Latino (compared to 20% of state residents who identify as Latino).
- Illinois’ Governor Pritzker has messaged that their state vaccine lottery is a way of saying “thank you” to community members; the first winners were just recently announced and will continue through August 2021, so vaccination rates are being monitored carefully to evaluate any significant increase.
- Minnesota’s incentive program took aim at a priority population and successfully reached a key demographic: with 12- to-17 year olds claiming one-third of prizes. The most popular prize requested? A $25 Visa gift card.
What’s the take-away when we evaluate these four diverse approaches to state vaccine incentive programs? As with all public health initiatives,
- Know your audience
- Market to them directly
- Ensure your messaging is reaching your target demographics
- Prioritize Spanish or other multi-lingual messaging capabilities
Curious how others might be designing public outreach campaigns to reach the unvaccinated?
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