Community Engagement Researchers Support Vaccination PSA Production

A team from Spectrum’s Office of Community Engagement recently partnered with Stanford Health Care (SHC) to produce bilingual public service announcement (PSA)  videos on the benefits of becoming vaccinated against COVID-19. Dr. Lisa Goldman Rosas, Dr. Wei-ting Chen, Dr. Patricia Rodriquez Espinosa, Stanford Undergraduate Intern Abel Gonzalez, and Community Partnership Coordinator Olivia Tigre contributed extensive subject-matter expertise for the videos’ content.

“Working with our colleagues in SHC has been a wonderful opportunity to apply key learnings from our research to widely disseminate evidence-based messages that promote COVID-19 prevention in key communities in our area,” stated Dr. Goldman Rosas.

“Our goal is to have a positive impact by reducing transmission rates in these two communities through a targeted education initiative that is compassionate, engaging, and effective...

Tailored for the Latinx and Pacific Islander communities in the San Francisco Bay Area and California, and distributed through major social media channels, the animated PSAs have reached 2.5 million newsfeeds across the U.S. More than 50,000 people nationwide have viewed at least one of the three videos.

The videos were produced by the SHC’s Health Education, Engagement & Promotion team, led by Cary Kirk and Cindy Tran.

“Our goal is to have a positive impact by reducing transmission rates in these two communities through a targeted education initiative that is compassionate, engaging, and effective with the appropriate cultural elements, delivered in the native language through relevant channels,” explained Ms. Tran.

The SHC team has also partnered with a wide array of counties, cities, and school districts across the San Francisco Bay Area to disseminate their content, as well as with more than 150 nonprofit agencies and service organizations, thanks to the networks and resources provided by Spectrum’s Office of Community Engagement.

Also contributing to the videos’ creation, production, and distribution from the SHC team were Wolf Den, Scott Peterson, Shirley Lin, Sean Riley, Donna Alvarado, and Maura Chandler, as well as Gardner Health Services and Ravenswood Family Health Center.