COVID-19 Vaccine Campaign
Strategy | Sports Marketing | Creative | Content | Social | Digital | PR
Growth Challenge
While black and brown communities are over-represented when it comes to COVID cases, they are under-represented when it comes to COVID vaccinations. Approximately 26% of white adults are reported to be taking a “wait and see” approach to becoming vaccinated, while this rate increases to 37% for Hispanics and 43% for black Americans.
Objective
Drive awareness and adoption of the COVID vaccine among lagging market segments (Black and Hispanic communities).
- Increase vaccination rates among underserved populations in core market areas
- Introduce net new patients into the Kroger Health ecosystem
- Continue to build the Kroger Health brand
Reaching Underserved Communities
While black and brown communities may be the most vulnerable to COVID-19 vaccine hesitancy, data supports the belief that these populations can be influenced by athletes who share similar backgrounds - 79% of black Americans and 69% of Hispanics say it’s acceptable for athletes to talk about social issues, versus 56% of white adults.
According to data from the CDC, through April 2021, only
21%
of COVID-19 vaccine recipients were either Hispanic or Black.
