August 6th, 2021
CONTACT: Karina Martinez 858/752-1262 or [email protected]
CNC Targets Young Latinos With COVID-19 Radio Ads Across Sacramento and Merced
Fresno, California -- Communities for a New California Education Fund (CNC EF) is partnering with reggaeton and Top 40 stations in Sacramento and Merced with radio ads intended to prompt young Latinos to get vaccinated against COVID-19 as soon as possible. The 30-second Spanish-English bilingual ads mix popular cultural idioms with information about the delta variant and persuasive messaging about protecting our neighborhoods and loved ones through the vaccine. The ads are expected to reach over 225,000 listeners and will run on Fuego 101.9, Latino 97.9, and Fuego 98.9 from Monday, August 9th until the end of the month.
Merced has one of the lowest vaccination rates in California as just 34% of vaccine eligible people are fully vaccinated. While Sacramento has a higher overall rate of vaccination at 50%, just two weeks ago Sacramento had the third-highest case rate in the state. Samantha Valadez, CNC field director, explained that these were key factors for placing ads in these regions, “We know that while Latinos are the largest ethnic group in the state, they are falling behind with vaccinations. Whether the disparity is because they need more of their questions regarding the vaccine to be resolved, unequal access to the vaccine, or general opposition to getting inoculated, CNC will continue to work to ensure that residents, including youth, have the tools that they need to overcome this pandemic. There is no greater tool than the vaccine to protect ourselves and our loved ones from this virus.”
Health officials are urging Californians to get vaccinated now ahead of the fall season when COVID-19 has the potential for even greater spread and sickness, and before stronger and more contagious variants have the chance to emerge. “Latinos are the future of our nation and the young adults who we are targeting make a difference in our neighborhoods. Only 7% of California Latinos are older than 64 so investing in our youth, 34% of whom are under 20, is a clear priority for us,” added CNC Deputy Field Director Cassandra Gutierrez.
CNC has been working on supporting state outreach efforts since the onset of the pandemic. To date, CNC has called and spoken with over 65,000 residents in the Central and San Joaquin Valley as well as in the Coachella region to include them in vaccination efforts. Additionally, close to 30,000 homes received information about how to get vaccinated through CNC ground outreach. In virtual spaces, CNC continues to partner with Univision for short segment updates on Despierta America Valle Central and provides digital updates across social media channels.
Vaccines are free and available to all ages 12+, regardless of immigration status. To sign up for your vaccine visit myturn.ca.gov or call 833-422-4255 to schedule your appointment.
Communities for a New California Education Fund is building a new power in the San Joaquin, Central and Imperial valleys by inspiring working-class Californians to engage, activate and fight for social change in their communities. With the help of staff and volunteers from the very communities we serve, CNC EF organizes and educates residents about policy issues that impact our rural families and organizes to improve our neighborhoods.