Biden Administration Leverages Community Corps and Trusted Voices in Extensive Push Against Vaccine Hesitancy

WASHINGTON D.C. – The Biden administration launched a broad initiative to combat vaccine hesitancy, particularly during the COVID-19 pandemic, by empowering local community leaders and organizations. This strategy, often referred to as the "We Can Do This" campaign and the COVID-19 Community Corps, aimed to build trust and increase vaccination rates across the United States. The approach emphasized that "trusted leaders are the best way to boost confidence," as stated by Vice President Kamala Harris.

Central to the administration's efforts was the establishment of the COVID-19 Community Corps, a network of over 4,000 organizations including public health groups, sports leagues, faith-based communities, and various ethnic and rural associations. These groups received resources and talking points from federal agencies like the CDC and NIH, tailoring messages to resonate within their specific communities. The administration allocated significant funding, including $3 billion to local health departments and community-based organizations, to support these outreach efforts.

The rationale behind this grassroots approach stemmed from internal and public surveys indicating that individuals skeptical of vaccines were more likely to be swayed by local, medical, and community encouragement rather than direct messages from politicians. As White House COVID-19 director of strategic communications and engagement Courtney Rowe noted, people "want to hear from those they know and trust." This focus aimed to overcome deep-seated distrust, particularly in underserved communities and among certain political demographics.

Challenges included persistent skepticism, particularly among some Republican voters and communities with historical mistrust of the healthcare system, such as African Americans. Despite these hurdles, the administration continued to emphasize the importance of local engagement, direct communication, and addressing specific concerns about vaccine safety and efficacy. Officials like Dr. Anthony Fauci also highlighted the critical role of figures like Dr. Francis Collins, Director of the National Institutes of Health, in reaching evangelical communities.

The comprehensive strategy included national advertising campaigns targeting seniors, Latino, and Black Americans, as well as partnerships with social media platforms for public service announcements. By filtering federal health messages through trusted local sources, the Biden administration sought to increase vaccine uptake and accelerate the nation's recovery from the pandemic, aiming to achieve widespread immunity.