Minneapolis partners with media to disseminate information on COVID vaccines to communities of color – WCCO
MINNEAPOLIS (WCCO) – The City of Minneapolis is using trusted messengers and culture-specific organizations and media as part of its strategy to reach communities of color with information about the COVID-19 vaccine.
One of the city’s partners is Insight News, a free weekly newspaper that has been reporting news primarily for and about African Americans for almost 50 years. Batala McFarlane is the editor of Insight.
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“We are able to step into this place of trust and provide accurate information and not be judgmental,” McFarlane said. “It’s a very good strategy to go directly to the community.
Minneapolis has donated a total of $ 30,000 this year to Insight, the Southeast Asian Diaspora Project, MIGIZI, Somali TV of Minnesota, Somali Community Resettlement Services and Navigate MN.
Organizations help disseminate COVID-19 information, which may include infographics and videos in appropriate languages. They also give the city feedback on specific issues and issues they hear about in their respective communities.
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“Then we use this [feedback] to deliver nuanced messages to overcome these barriers, ”said Rose Lindsay, deputy director of communications for Minneapolis.
Immunization rates among communities of color in Minneapolis are improving month by month, but are not as high as health leaders would like.
Noya Woodrich, deputy commissioner for the Minneapolis Department of Health, says less than half of the city’s African Americans have been vaccinated.
“It’s really about getting the information out and having one-on-one or small group conversations,” said Woodrich. “There are different lines of communication in communities, and these are the places we want to access. “
The city also broadcasts interviews and phone shows with health leaders on several cultural radio stations.
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Woodrich says Minneapolis has budgeted $ 500,000 by the end of next year for its COVID-19 messaging.