Mobile Tour launches the return of the Esperanza Hope for All campaign

Groundbreaking Bilingual Public Health Campaign Continues to Counter Misinformation and Help Latino Families Stay Up to Date on COVID-19 and Flu Vaccinations

WASHINGTON, July 26, 2022 /PRNewswire/ — UnidosUS, formerly the National Council of La Raza, the largest Latin American advocacy and civil rights organization, today announced the return of Hope Hope for All, an institution-wide initiative to mitigate the health, economic, and educational effects of the coronavirus pandemic on Latinos. The goals of this year’s campaign include vaccinating unvaccinated people, encouraging families with children to get vaccinated, providing accurate information about recalls, tracking and countering misinformation within the community. Latin American community and working with UnidosUS affiliates to provide care and information about COVID-19. Now in the third year of the organization’s institutional response to the COVID-19 pandemic and recovery, the campaign includes a multi-city mobile marketing tour to bring information about COVID-19 vaccines and reminders directly in Hispanic neighborhoods

(PRNewsfoto/La Raza National Council)

“Latinos have been hit harder than most communities by the COVID-19 pandemic, and many are still grappling with the long-term health and economic effects of this virus. UnidosUS, our affiliates and the Hope The Hope for All campaign serves as a trusted voice on COVID-19 vaccines and reminders, which continues to give our community and the nation our best shot at protecting our health. It is extremely important that Latino families receive accurate and reliable health care information to guide their decisions. This will help put our community and our country on the path to a sustainable recovery,” said Sonia Pérez, Chief Operating Officer of UnidosUS.

“COVID-19 vaccines have helped bring back shared moments and connections. They are still the best protection we have against serious illness and death from COVID-19 and its existing variants. But we know the pandemic is not over, and the impacts on our community require long-term investments and commitments, including ensuring continued access to COVID-19 testing, vaccines, treatment and medical coverage. for everyone, regardless of insurance, ability to pay or immigration status. to close immunization gaps and expand prevention efforts to all populations, including children and adolescents. Closing these gaps requires having the right data, so investments must also be made to strengthen the collection and disaggregation of data on race and ethnicity, including at the state level,” said said Rita Carreón, vice president of health for UnidosUS.

UnidosUS’ large-scale national multimedia communications campaign includes:

  • Mobile Marketing Tour: UnidosUS will roll out a multi-city mobile educational tour that will bring information about COVID-19 vaccines and reminders directly to Hispanic neighborhoods, including those who live in rural and urban settings where healthcare resources are lacking or are difficult to access. It will engage local affiliates, partners and influencers, and include on-site activities to increase education and awareness and direct families to vaccination sites. The tour is scheduled for July, 1stOctober 31 and will visit six markets (Philadelphia, Pennsylvania; Denver, CO; the Fort MyersNaples, Florida Region; Albuquerque/Santa Fe, New Mexico Region; and Tucson and Phoenix, AZ).

  • Multimedia Advertising: UnidosUS will continue its bilingual advertising campaign for COVID-19 vaccine and reminder education, including a robust bi-lingual advertising effort to reach Latinos through digital platforms, radio, outdoor and large-scale print advertising in key regions. .

  • Countering Misinformation: UnidosUS will deploy an online and offline approach to counter misinformation targeting Latinos.

  • Influencer Engagement: UnidosUS will engage trusted Latino influencers and micro and macro social media experts to shape messaging and conversation around COVID-19 vaccines, confidence boosters, and vaccines in general.

UnidosUS will work with its network of affiliates – critical partners in this effort – to conduct culturally appropriate education and outreach by training trusted local messengers; inform through bilingual communications; provide resources for local COVID-safe awareness and vaccination events and engage local providers and community partners. Building on last year’s efforts, this year UnidosUS is deploying more than $2.2 million in subgrants to 29 community organizations serving Latinos, including our network of Federal Qualified Health Centers (FQHCs).

Hope Hope for All’s vaccines and booster equity efforts are supported by funding from a cooperative agreement between the Centers for Disease Control and Prevention (CDC) of the U.S. Department of Health and Human Services (HHS) and UnidosUS, and between the HHS Office of Minority Health and Morehouse School of Medicine National COVID-19 Resilience Network (NCRN) and the Robert Wood Johnson Foundation.

Additionally, UnidosUS has served as a national partner in collaborative efforts and task forces leading comprehensive and coordinated action to curb the spread of COVID-19, including:

About Hope Hope for all
Since the start of the pandemic, UnidosUS has been at the forefront of efforts to support Latinos who have been disproportionately impacted due to long-standing systemic inequalities in health and overrepresentation in health sectors. health and services. In April 2020UnidosUS established its Hope/Hope Fund to support the UnidosUS affiliate network and community partner crisis response and resilience. In 2021, the campaign expanded into a fully integrated public communications and marketing campaign called Hope Hope for all. With the need continuing, UnidosUS continues to raise resources for affiliates to respond to the pandemic, including their direct support to families for food and housing assistance.

About UnidosUS
UnidosUS, formerly known as NCLR (National Council of La Raza), is the nation’s largest Hispanic civil rights and advocacy organization. Through its unique combination of expert research, advocacy, programs and a Affiliate Network of nearly 300 community organizations across United States and Porto Rico, UnidosUS simultaneously challenges the social, economic and political barriers that affect Latinos at the national and local levels. For more than 50 years, UnidosUS has united communities and different groups seeking common ground through collaboration, and who share a desire to make our country stronger. For more information about UnidosUS, visit www.unidosus.org or follow us on Facebook, instagramand Twitter.

Contact: Beth Melena, [email protected]

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SOURCE UnidosUS

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