In the spring of 2021, the US Department of Health and Human Services (HHS) launched a wide-ranging campaign to boost interest in covid vaccination. The scale of the campaign, which only became widely known after the agency was forced to disclose details, was part of a broader initiative costing 10 billion dollars – ten times more than the cost of developing the vaccines.

The campaign was called We Can Do This and employed a range of creative and sometimes eye-catching methods to reach Americans. The aim was both to inform and to inspire people to get vaccinated. The initiatives included:

• President Biden and Vice President Harris appearing publicly in support of vaccination.
• Television programmes, including entertainment and talk shows, highlighting vaccination by showing presenters receiving the jab live and by allowing people to share what vaccination meant to them – for example, being able to hug family members again.
• Extensive use of social media with creative elements, including unexpected pairings of “rival” celebrities urging each other to get vaccinated: Nicki Minaj and Cardi B, Britney Spears and Christina Aguilera, and James Bond and Jason Bourne were among the examples.
• Popular TikTok, Snapchat and Instagram influencers filmed their vaccinations. Humorous music videos and photo backdrops at vaccination sites encouraged people to take part and share their experiences.
• Partnerships with companies and theme parks, such as Walmart and Disneyland, helped to create local events and information campaigns.
• Hollywood writers were engaged to incorporate pro-vaccination messages into scripts and reality TV shows, further extending the campaign’s reach.

The initiative demonstrates how authorities can use marketing and social media to disseminate public health information. At the same time, it raises questions about how far one should go to influence people’s health behaviours and what balance should exist between information and persuasion. Regardless of perspective, it stands as an example of the enormous power and resources devoted to encouraging vaccination during the pandemic.

Sources

1. We Can do This Covid-19 community corps, HHS, https://www.judicialwatch.org/wp-content/uploads/2022/09/JW-v-HHS-COVID-Community-Corps-September-2021-02315.pdf
2. Judicial Watch Uncovers Biden Administration Propaganda Plan to Push COVID Vaccine, Judicial Watch, 2022-10-04, https://www.judicialwatch.org/covid-19-vaccine-campaign/
3. Biden covid propaganda plan exposed—Tom Brady & Joe Rogan targeted!, Judicial Watch, 2022-10-04, https://www.judicialwatch.org/videos/biden-covid-propaganda-plan-exposed-tom-brady-joe-rogan-targeted-2/
4. U.S. Department of Health and Human Services Launches Nationwide Network of Trusted Voices to Encourage Vaccination in Next Phase of COVID-19 Public Education Campaign, HHS, 2021-04-01, https://web.archive.org/web/20210407152040/https://www.hhs.gov/about/news/2021/04/01/hhs-launches-nationwide-network-trusted-voices-encourage-vaccination-next-phase-covid-19-public-education-campaign.html
5. We Can Do This COVID-19 Public Education Campaign, HHS, https://web.archive.org/web/20230209111622/https://wecandothis.hhs.gov/
6. Biden administration commits $10 billion to fight COVID vaccine inequities, CBS News, 2021-03-25, https://www.cbsnews.com/news/biden-covid-vaccines-inequality-10-billion/
7. The Price Tags on the COVID-19 Vaccines, Managed Healthcare Executive, 2021-03-15, https://www.managedhealthcareexecutive.com/view/the-price-tags-on-the-covid-19-vaccines