CARLA, Our Vaccine Advocate
Charisma, spice, and everything nice that is loved about our typical Trini, Carla is a young and enthusiastic vaccine advocate who spreads the word on the importance of vaccination
Trinidad and Tobago started its campaign against COVID-19 in mid-2020 with a mixed media communications campaign. Our target audiences included older adults, youth, women, and girls in vulnerable situations, and parents. The campaign sought to provide information to protect physical and mental health and help mitigate the adverse effects of COVID-19.
Our latest installment of the campaign builds on previous efforts to protect Trinidad and Tobago from COVID-19. The development and availability of COVID-19 vaccines as a primary protective measure informed our overarching communications objective:
People believe in the safety and efficacy of the COVID-19 vaccines, get vaccinated with confidence, encourage others to do so, and continue to follow preventative measures (wash hands, wear mask, stay distant)
The campaign utilizes conventional media distribution channels, such as radio, TV and major newspapers. Out of home distribution is via digital billboards, village shops, supermarkets, pharmacies, partner agencies like the Ministry of Local Government and the Public Transport Service Cooperation. We will also use social media and other online media to promote COVID-19 vaccine advocacy and preventative measures messages.
One distinguishing aspect of the campaign is the community engagement component. PAHO on De Road is an interview series featuring vaccine advocates, particularly from vulnerable urban and rural communities across the country. The majority of our content for TV, radio and social media will comprise soundbites from these interviews. Our print ads will also feature images of interviewees. The goal is to help create content that resonates with local audiences and social norms around COVID-19 vaccination.