COVID-19 Vaccine Outreach

Get Vaccinated. Get Boosted. Get Protected. White words on orange background with three individuals on the right side of the image.

With the availability of COVID-19 vaccinations, the California Department of Aging (CDA) in partnership with California Department of Public Health, launched an on-going media campaign that focuses on highly targeted areas, with localized messaging geared towards individuals aged 65 and older and adults with disabilities residing in zip codes with low vaccination and booster rates.

This webpage contains the direct mail, radio and television, and social media creative assets, links to ethnic media briefings, and additional COVID-19 outreach resources.

COVID-19 Vaccination & Booster Outreach Briefing, April 29, 2022
Video | Transcript | Presentation

Direct Mail

COVID-19 Booster and Older Adult Resource cards are free and available to you to distribute to the older adults and people with disabilities you serve. Print your own or order pre-printed cards with free shipping here: CDA COVID-19 Vaccine Campaign Ordering Portal.

Get Vaccinated. Get Boosted. Get Protected. White words on orange background with three individuals on the right side of the image.
Reciba la Vacuna. Reciba el Refuerzo. Reciba Proteccion.

Radio & TV

Radio and TV ads are available to download here:

Barriers (English/Spanish) – Unvaccinated Californians are far more likely to suffer severe illness, require hospitalization, or die from COVID-19 but it’s easy to get the vaccine.

Protect (English/Spanish) – Vaccination will protect you and elderly friends & family members.

Older/Wiser (English) - The wise choice is to get vaccinated to protect all you’ve built with your family, friends and community.

Safe (English) – The vaccines have been proven to be safe and effective at preventing COVID-19 and its variants.

Broadcast radio is currently flighted throughout the select markets: Chico, Fresno, Modesto, Redding, Sacramento, Stockton, Riverside-San Bernardino, Visalia-Hanford-Tulare, Monterey, San Francisco and San Diego.

Broadcast Influencers throughout California use live on-air reads and organic social to raise awareness about the vaccine incentive program.

Sample Radio PSA:

  • Link 1
  • Link 2
  • Link 3
  • Link 4

Social Media, Print & Digital Resources

On June 26, 2022, an 8-page, tabloid size, printed resource guide was delivered through 24 general market newspapers and 11 ethnic newspapers, reaching more than 1 million households in California.

The full print guide is also available in an online digital format, as well as an informative digital hub.

Social Media

Print & Digital Resources

  • LA Times Advertorial - Includes information about COVID-19 vaccinations and boosters and services for older adults and people with disabilities.

Ethnic Media

Older Adults Still At High Risk for COVID-19 - June 29, 2022

This briefing, hosted by Ethnic Media Services and CDA covered the most effective measures for older adults who are still at high risk for covid-19 including discussions on boosters, family caregivers and care centers. The panel of speakers included Susan DeMarois, Director of the California Department of Aging, Denny Chan, Directing Attorney for Justice in Aging, Roberto Velasquez, President & CEO of the Southern Caregiver Resource Center and Dr. Sara Tartof, an infectious disease epidemiologist

Isolated By Pandemic - Older Adults Regain Social Life with Vaccines and Reopened Day Health Centers – April 12, 2022

The re-opening of adult day health centers happened only because of effective vaccines and boosters, and now those most vulnerable to the virus can safely reconnect with their families and communities. Hear the personal impact stories from older adults, as well as our expert panel, who review the statistics associated with COVID-19, as well as the important resources and services available to older adults through the California Department of Aging and other agencies.

  • Ethnic Media Services (EMS) recorded zoom in English and provided simultaneous interpretation in Spanish and Mandarin.

Fear, Hesitancy, Lack of Access - Overcoming Barriers to Vaccines in the African American Community – September 21, 2021

Hear from speakers who discuss how mistrust in the healthcare system (not vaccines), and how that impacts low vaccination rates in Black communities, and what approaches are working to increase vaccination rates.

Vaccinating the Unvaccinated: Success Stories & Challenges in Reaching Low-vax Latinx Communities – August 11, 2021

Hear from three front line community organizers about how and why their highly personal, 1:1 approaches in California’s urban, rural and small-town regions are working to build trust and convince people to get their vaccines.

Vaccinating the Most at Risk and Hardest to Reach Older Adults, People with Disabilities, and Communities of Color – June 8, 2021

This briefing is a call to action to support community-based efforts to reach this population. In California, one-quarter of people 65 years and older are not vaccinated, and older adults, people with disabilities and communities of color are at greater risk of contracting COVID especially if they live alone, lack technology, or speak languages other than English.

Additional COVID-19 Outreach Resources

Toolkits & Resources


Contact communications@aging.ca.gov for questions.