California Launches New Statewide TV Ads “This Moment” and “Cambiar” to Empower and Inspire Residents to Get Vaccinated
Date: April 30, 2021
Number: NR21-142
Contact: CDPHpress@cdph.ca.gov
1 in 3 Californians 16+ Are Fully Vaccinated
More Than Half of Residents At Least Partially Vaccinated
CDPH’s "Let's Get to ImmUnity" Campaign Celebrates Momentum in New TV Ads to Inspire More Californians to Get Vaccinated
SACRAMENTO – As part of the state’s "Let's Get to ImmUnity" public education campaign, the California Department of Public Health (CDPH) recently launched two new 30-second TV advertisements. Entitled “This Moment” and “Cambiar,” the ads empower and inspire Californians, especially those in the most vulnerable populations, to get vaccinated.
“This public education campaign reminds Californians they have the control, the power, and the responsibility to protect themselves, their families, and their communities,” said Dr. Tomás Aragón, Director of the California Department of Public Health and State Public Health Officer. “By getting a vaccination at no cost that’s proven to be overwhelmingly safe and effective, we can all do our part to bring an end to this pandemic.”
With Californians 16+ now eligible to be vaccinated and more than 29 million doses administered statewide, the ads aim to reach those in groups disproportionately affected by COVID-19 who may still need help in scheduling an appointment.
“This Moment” celebrates the momentum being created through individuals who are making the decision to get vaccinated and the relief, hope, and joy they find from being a step closer to a post-pandemic world. The ad begins airing this week in 12 markets: Bakersfield, Chico-Redding, El Centro, Eureka, Fresno-Visalia, Los Angeles, Monterey-Salinas, Palm Springs, Sacramento-Stockton-Modesto, San Diego, San Francisco-Oakland-San Jose, and Santa Barbara-Santa Maria-San Luis Obispo.
Click here to view “This Moment” on YouTube.
The message of “Cambiar” [“Change”] is directed at California’s Spanish-speaking Latino population and focuses on how now more than ever, everyone's help is needed to beat COVID-19. The ad gives a window into the lives of people like them. The audience sees where they live and snippets of daily life with their loved ones, offering insight into common vaccine questions and concerns. “Cambiar” will air on Spanish networks in the same markets as “The Moment.”
Click here to view “Cambiar” on YouTube.
COVID-19 continues to be a dangerous and deadly disease. Across the country, there have been more than 32 million cases of the virus and more than 570,000 deaths as a result. In California, there have been more than 3.6 million confirmed cases to date and more than 60,000 deaths. With more aggressive variants of the virus spreading, we are in a race to protect ourselves with life-saving vaccines. It remains critically important and recommended that Californians get vaccinated with the first vaccine available to them.
The "Let's Get to ImmUnity" campaign launched statewide in early March as part of California’s broader Vaccinate ALL 58 effort that began at the onset of the vaccine rollout to offer answers and reassurance that COVID-19 vaccines are safe, effective, and our greatest tool to end the pandemic.
The campaign aims to help educate, motivate, and activate Californians to get vaccinated through radio, print, TV and billboard advertisements, with a focus on multicultural and multilingual media outlets.
To ensure CDPH is reaching hardest hit communities, the "Let's Get to ImmUnity" campaign is placing additional focus on geographic areas hardest hit by the pandemic.
The public education campaign is an important part in the state's plan for equitable vaccine administration that also includes allocating double the amount of doses to those communities with the highest disease burden, leveraging partnerships with community-based organizations that provide critical services to Californians, and establishing the My Turn vaccine appointment and management system as a cornerstone of the state's vaccine data analytics efforts to understand the demographics of vaccine recipients.
For more information on the COVID-19 vaccine, including how to schedule an appointment, visit VaccinateALL58.com.