Campaign Title:
Pregnant & Protected
Produced For:
CDC Foundation
Produced By:
MarketVision
Topics:
Clinical and Community Preventive Service
Audiences:
Adults, Black/African American, Hispanic/Latino, Pregnant Women
Goals:
To enable women who are thinking about getting pregnant, currently pregnant, or postpartum to make a well-informed decision on the COVID-19 vaccine based on information they can trust, ultimately increasing vaccine coverage particularly among Black and Hispanic women.
Strategy:
Based on what was learned in empathy interviews and existing vaccine research, it was found most important for the campaign to focus on three key messages. 1) Alert women that COVID continues to pose an elevated risk to pregnant and breastfeeding women; 2) the vaccines are safe and effective for both mom and baby; and 3) that vaccination is the best protection for mom and baby.
Results:
We conducted empathy interviews and concept testing with subject matter experts, including CDC experts, clinicians, and leads of partner organizations who serve this population (n=8), women who were vaccinated but previously on the fence (n=4), and women who hadn’t been vaccinated but were open to it (n=9). Across our conversations, we heard a resounding feeling of women being worried about getting COVID-19, but also feeling uncertain about whether the COVID-19 vaccine was the best and safest way to get protected. Women also wanted the vaccine to be their choice.
