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City expands outreach to vaccine-hesitant communities

Hesitation Nation

Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.
Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.
Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.

“When we first started offering San Diegans the Covid-19 vaccine,” says Connie Spiracy, deputy director of media for the city’s Public Health office, “we found that there were two demographics where vaccine-hesitancy was dispiritingly high: Black people and White Republicans. Naturally, we focused our initial efforts on Black people; the Mayor is a lifelong Democrat, and there’s no sense in shoring up the opposition. Besides, if they’re dumb enough to be Republicans, who are we to imagine that they’d be smart enough to listen to our arguments, no matter how persuasive? It’s like my Black housekeeper always says: ‘You can’t fix stupid.’ And I’m pleased to report that our efforts proved successful, so much so that we reached all our critical milestones within the Black community before we’d even finished our ad spend. And it’s like my Black housekeeper always says: ‘Waste not, want not.’ So we thought about how best to use our excess funds, and decided that an outreach to White Republicans wasn’t such a bad idea after all. We spent some time researching their concerns about the vaccine, and came up with a program that is carefully tailored to the White Republican mindset. It is our sincere hope that soon there will be very few unvaccinated Republicans out there, and we’re going to do everything we can to help make sure that happens.”

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Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.
Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.
Above, just one of the many billboards placed around San Diego in an effort to reach the vaccine-hesitant African-American community. Below, one of several followup billboards designed to reach a...different vaccine-hesitant demographic. “We’re not telling them anything they don’t already believe,” says Spiracy.

“When we first started offering San Diegans the Covid-19 vaccine,” says Connie Spiracy, deputy director of media for the city’s Public Health office, “we found that there were two demographics where vaccine-hesitancy was dispiritingly high: Black people and White Republicans. Naturally, we focused our initial efforts on Black people; the Mayor is a lifelong Democrat, and there’s no sense in shoring up the opposition. Besides, if they’re dumb enough to be Republicans, who are we to imagine that they’d be smart enough to listen to our arguments, no matter how persuasive? It’s like my Black housekeeper always says: ‘You can’t fix stupid.’ And I’m pleased to report that our efforts proved successful, so much so that we reached all our critical milestones within the Black community before we’d even finished our ad spend. And it’s like my Black housekeeper always says: ‘Waste not, want not.’ So we thought about how best to use our excess funds, and decided that an outreach to White Republicans wasn’t such a bad idea after all. We spent some time researching their concerns about the vaccine, and came up with a program that is carefully tailored to the White Republican mindset. It is our sincere hope that soon there will be very few unvaccinated Republicans out there, and we’re going to do everything we can to help make sure that happens.”

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4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
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