A Community-Engaged Social Marketing Campaign to Promote Equitable Access to COVID-19 Services Among Latino Immigrants

• DOI: 10.2105/ajph.2022.307191
• Publication Date: 2023-01-19T20:59:04Z
• Authors: Harita S. Shah; Alejandra Flores ...; Cui Yang; Suzanne M. Grieb; Mitchell Lipke; Benjamin F. Bigelow; Katherine H. Phil...; Pedro Palomino; Kathleen R. Page
• Keywords: 03 medical and health sciences; COVID-19 Testing; 0302 clinical medicine; Social Marketing; Humans; COVID-19; Emigrants and Immigrants; Hispanic or Latino; 3. Good health

To address disparities in COVID-19 outcomes among Latinos with limited English proficiency in Maryland, our team developed a culturally congruent intervention that coupled a statewide social marketing campaign with community-based COVID-19 services. In the first year, we reached 305 122 people through social media advertisements and had 9607 visitors to the Web site. Social marketing campaigns represent an opportunity to promote COVID-19 testing and vaccine uptake among Latino populations, especially when they are paired with community services that simultaneously address structural barriers to care. (Am J Public Health. 2023;113(3):263–266. https://doi.org/10.2105/10.2105/AJPH.2022.307191 )