Vaccines for the Underserved

City staff get creative to reach the reluctant

by Kara Irby, Florida League of Cities

When COVID-19 vaccines first started to emerge, it was as if Americans could breathe a collective sigh of relief and had a glimmer of hope that life could return to normal.

But there were Floridians who were and undoubtedly still are less than enthused by the vaccine. Perhaps some were fearful due to concerns about the side effects, effectiveness or even the history that specific populations have had with medical treatment in America.

Enter local government communications. While the onus has primarily fallen on the county health departments, municipalities also felt responsible for providing equity, access and information about the COVID-19 vaccine.

City of Orlando Commissioner Bakari Burns passes out information on COVID-19 vaccines.

Phot courtesy of City of Orlando

In some municipalities, it was essential to have spokespeople with whom underserved populations and community members could identify. Commissioner Bakari Burns of the City of Orlando went door to door to educate residents about the vaccine and where to get one. The City of Cocoa posted a video with Cocoa Deputy Mayor Alex Goins talking about the importance of getting vaccinated.

Cocoa Deputy Mayor Alex Goins helped spread the word about a mobile vaccine event in a video.

Photo courtesy of Cocoa

“Hearing it from someone in their own community we hoped would help spread the word about this very important event and get more people to understand the importance of getting vaccinated,” said Samantha Senger, Assistant to the City Manager and Public Information Officer.

For many cities, it was about location and getting the vaccine to the areas where it might otherwise be a struggle for residents to have access due to lack of transportation or other issues. For example, the City of Orlando had mobile vaccine sites throughout the city, with a significant vaccine distribution during the outdoor Orlando Fringe Festival.

The City of Gainesville partnered with the University of Florida College of Medicine’s Mobile Outreach Clinic to provide the vaccine. Information on the clinic was distributed electronically through an e-newsletter to city residents. The email was also translated into Spanish. Both the city’s Facebook page as well as the clinic’s included information about vaccine distribution.

Gainesville Fire Rescue, through its front-line responders and the Community Resource Paramedic Program, distributed information door to door to vulnerable communities and followed up in those communities to distribute the COVID-19 vaccine to residents that struggled with transportation and/or mobility.

Commissioner David Richardson of the City of Miami Beach worked with the state to target the younger population and held a one-day vaccination drive right on the sands of South Beach, which the City promoted on their social media channels.

The City of Homestead held a major vaccine event at Roby George Park.

Mount Dora firefighters distribute vaccinations at Saving Faith Baptist Church.

Photo courtesy of City of Mount Dora

“Homestead’s concern from the beginning has been to reach the underserved in our community, and the Roby George Park vaccine event was located in an area with a higher population of low-income and minority individuals,” said Zackery Good, Assistant to the City Manager. “Early on, we learned that if we were able to reach people who wanted the vaccine but weren’t able to get to another site, we could work with vaccine providers to have sites established nearer to those who needed it most.”

Homestead used social media and media releases to communicate about the distribution, but what proved most effective was notifying community partners such as nonprofits and churches to help get the word out to their members. One such organization was MUJER (Mujeres, Unidas, en Justicia, Educacion, y Reforma, Women, United in Justice, Education and Reform), a nonprofit community-based social service organization. MUJER staffers and volunteers contacted local nurseries that employ farmworkers and immigrant populations. They also canvassed door to door and went to a popular local flea market in Homestead to share information about the vaccine and vaccination efforts.

MUJER staff members worked with Homestead to share information at local nurseries to reach farmworkers and immigrant populations.

Photo courtesy of MUJER

The City of Mount Dora focused on the power of partnership as well. The City, Mount Dora firefighters and the Department of Health in Lake County partnered to distribute vaccines at a local church, a place where marginalized residents could feel comfortable.

Other cities got creative in offering incentives. The City of Anna Maria gave out a city medallion to residents and visitors who received the shot. Flyers about the drive and souvenirs were posted on the city’s Facebook page in English and Spanish. Deborah Haynes, Deputy Clerk for the City of Anna Maria, was the vaccination event coordinator and stated that the medallion served as a unique “attention-getter” and helped to encourage visitors and locals to get vaccinated.

Deborah Haynes, Deputy Clerk for the City of Anna Maria, wearing a vaccination souvenir logo medallion.

Photo courtesy of City of Anna Maria

The City of Tallahassee offered free rides on its bus system to transport residents to and from vaccine sites. A resident simply had to let the driver know they were going to or coming from an appointment.

The City of Jacksonville used media partners to get out the word about vaccination efforts. Local news outlets promoted the city’s vaccination efforts on their regularly scheduled broadcasts. Also, city staff sent emails and text messages about when individuals needed to return for their second shot. Prerecorded messages through their Emergency Operations Center were also used extensively in this effort. They had a 98% return rate for residents.

Ultimately, city staff across the state stepped up to ensure Florida’s underserved populations received reliable vaccine information and access.

Kara Irby is a Communications Specialist at the Florida League of Cities.