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Combatting COVID-19 Misinformation with Health Literacy Microcontent

The COVID-19 pandemic is disproportionately impacting underserved and underrepresented minority communities, highlighting the public health effects of deeply-rooted institutional distrust. This campaign provides easily accessible, culturally appropriate information to vulnerable populations through a multimedia campaign conducted through means compatible with social distancing guidelines. During February, March, and April of 2021, this campaign will work within predominantly minority communities to develop and disseminate relevant content aimed at dispelling misinformation around COVID-19 and vaccines. To reach new audiences in their homes, Grapevine Health will produce and market video microcontent based on NNLM materials primarily through organic social media connections. Additionally, to drive community interest and engagement, Grapevine Health will collaborate with subject matter experts and individuals who have personally struggled with addiction to create a series of varied podcast experiences. Audience engagement and retention will be driven through regular analysis and adjustment of outreach strategy based on community response, as well as in accordance with shifting COVID-19 guidelines.

Organization:
Identify any specific population(s) this project will serve: 
Adults
Children
Men
Seniors
Teens
Women
Medically Underserved Areas/Populations
Urban
Behavioral/Social Determinants of Health
African Americans or Black
Latino or Hispanic
Identify roles of participants this project will serve: 
General public
Project Lead:
Lisa K Fitzpatrick
Funding Source: 
SEA
Project Funding:
Federal Fiscal Year: 
2020
Funding Amount: 
$18975
Funding Period:
Jan 25, 2021 to Apr 30, 2021
Project Status:
Completed