DENVER (KDVR) — FOX31 Problem Solvers learned that Colorado has an advertising budget of more than $7 million for a new vaccine information campaign. We’re breaking down the budget to find out who is being prioritized in this quest to educate and vaccinate, and how.
From the state to local governments, officials say they are taking a data-driven approach to identify and reach populations with the lowest levels of vaccinations.
“We know our rural communities are falling a little behind, we also know our Hispanic communities are falling behind in vaccination rates, so we are really prioritizing reaching those communities,” Deputy Director of the Colorado Department of Public Health and Environment Immunization Branch Brandy Emily said.
Denver’s vaccine demographic data shows the following on the Colorado Immunization Information System (CIIS) database:
42% of the City & County of Denver population has received at least one dose of vaccine
54% of the city’s white population has been vaccinated
25% of the city’s Black population has been vaccinated
15% of the city’s Hispanic/Latinx population has been vaccinated
Denver’s chief marketing officer Jenny Schiavone told the FOX31 Problem Solvers the city spent $100,000 on paid advertising for the first wave of the “Worth It” campaign.
“We have another $100,000 to…