URGENCY INTO ACTION
CHICAGO DEPARTMENT OF PUBLIC HEALTH | COVID-19: URGENCY INTO ACTION
ROLE: COMMUNITY ENGAGEMENT: CULTURAL ARCHITECT + EXECUTIVE PRODUCER
MISSION
During a global pandemic, Chicago needed to accelerate vaccination rates to protect the city — especially in communities disproportionately impacted by COVID-19, where historic distrust of healthcare systems ran deep. The charge: counter rampant misinformation and move residents toward vaccination — reaching 77% with at least one dose by year’s end.
APPROACH
I knew that building trust required more than campaign messaging — it demanded cultural intelligence and proximity. By tapping into trusted spaces like barbershops and nail salons, we harnessed the power of community, in environments where residents felt safe to listen and engage. Pairing respected community influencers with medical experts from within the community itself, allowed us to humanize the conversation, dispel misinformation, and provide clarity with facts only, during an urgent public health crisis.
EXECUTION
Activated trusted community voices — from Chicago influencers to doctors and medical experts — to lead small-group dialogues in culturally relevant spaces.
Brought the conversation into barbershops and nail salons — cornerstones of connection in the Black community — for accessible education, Q&A and dialogue.
Executive produced a content series that showcased these community conversations, blending real talk with verified medical facts, to extend the audience engagement.
IMPACT
Accelerated vaccination rate: Chicago surpassed its goal, reaching 77% of residents with at least one dose ahead of schedule.
Reached residents across key neighborhoods by pairing influencers with medical experts in trusted community spaces.
Earned top industry honors winning the Golden Trumpet Award — Content Marketing (Publicity Club of Chicago).