Virginia Garcia Memorial Health Center
Reaching the pandemic’s underserved and disproportionately impacted
The Challenge
While racial equity was a top priority in the statewide COVID-19 vaccine rollout, 2021 Oregon Health Authority data showed a deep disparity. The Latinx population made up 13% of the state’s population, but accounted for only 6% of vaccinations and an alarming one-third of confirmed COVID-19 cases.
At the beginning of 2022, the Virginia Garcia Memorial Health Center (VGMHC) came to WPR for strategic direction and to execute an influencer campaign. Their ask? Counter COVID-19 vaccine hesitancy among local communities of color, specifically the younger LatinX population.
The Goal & Strategy
Throughout concepting, we focused on authentic, educational vaccination and booster content, with a hopeful message of securing a healthy future for individuals and their loved ones.
WPR enlisted five influencers with strong ties to Portland. They promoted COVID vaccinations and boosters through the lens of personal choice and individual experience, focusing on Oregon’s underserved communities and touting the work VGMHC provides to them.
55K
Instagram Impressions
72%
Vaccinated Hispanic and Latino Adults
5
Instagram Posts
9
Instagram Stories
The Results
Five Instagram posts and nine Instagram story sets reached 52,949 unique accounts with 54,955 impressions. Boosted content from the @vgmhc IG page reached 73,216 unique individuals and garnered 113,625 impressions. Overall, @vgmhc saw its Instagram audience increase by 12%, with total profile visits up 295%. And most importantly, Oregon successfully shrunk the gap in vaccinated adult Hispanic and Latino adults from 45% in summer of 2021 to 72% in September of 2022.
