CDPH & Sierra Health Foundation

COVID-19 Vaccine Campaign

3 people with masks





CDPH & Sierra Health Foundation

Partnered with the State of California for the statewide COVID-19 campaign, the Center at Sierra Health Foundation tasked multiple agencies including Sensis with driving awareness to residents on ways to protect themselves and their families and to stop the spread of COVID-19.  

Wrestling archetypes frame the fight against COVID-19 in good-vs-evil terms by incorporating eye-catching references from classic Mexican movie posters and luchador promotions.  

man and girl in masks


Promote “Your Actions Save Lives” – Tus Acciones Salvan Vidas – a large-scale public awareness campaign focused on communities experiencing a disproportionate impact of COVID-19. 

Increase COVID-19 vaccine awareness among large and historically hard-to-reach Hispanic populations across Southern California. 

Adapt to the ever-changing health climate of the pandemic by flexibly changing messaging in accordance with emerging health trends and new CDC mandates and guidelines. 

Amplification, Influencer Marketing, & Public Relations

Our Amplification team recognized an immediate need to remind the public about the importance of avoiding gatherings during the holidays and deployed culturally relevant content through trusted Hispanic influencers, including Spanish-language micro, macro, and celebrity influencers to reach Hispanic communities across the state.  

We created comprehensive initiatives to reach hard-to-reach populations and communities with comparatively low vaccination rates (e.g. Central and Northern California, San Bernardino, Inland Empire).  

For instance, our faith-based program "Vacunate con Fe" helped reach over 300 churches to educate and engage faith leadership and parishioners across denominations.  

We increased awareness of vaccine eligibility and dispelled vaccine misinformation among statewide communities by engaging Mexican Consulates for Facebook live events and engaging farm-specific organizations to participate in Farmworker Townhalls.