During the height of the COVID-19 pandemic, the South Bronx reported some of the lowest vaccination rates across New York State, especially among Black and Latino men aged 18-44 years old. In response, Bronx Health REACH collaborated with F.Y. Eye in order to fight the onslaught of disinformation and misinformation that was literally killing members of their immediate community, utilizing an outreach strategy that highlighted the interconnectedness of our personal vaccination decisions without casting blame or increasing stigmas.
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We made the political, personal. Even if some men in the South Bronx weren’t worried about contracting COVID-19, we wanted people to realize that the choices they make around not vaccinating could affect much more than just themselves—they could end up hurting the most important woman in their life as well. We removed all of the clutter and disinformation from the equation and urged people to focus on a single nonpartisan issue that matters to everyone: taking care of their families. In the end, the men in this campaign led the charge to help other men in their community make the right choice, and proudly state that “I Got Vaccinated for My Mom.