Expanding COVID-19 Vaccination Access in Montgomery County with Teatro Callejero

SALUD Y BIENESTAR

Challenge:

In 2020, the Latino community in Montgomery County, Maryland, was disproportionately affected by COVID-19, accounting for more than half of all infections despite making up only one-fifth of the population. Fueled by misinformation and myths, vaccination hesitancy posed a significant barrier to achieving widespread vaccination. The Latino Health Initiative sought to expand vaccination access while addressing these concerns, particularly for underserved Latino and other vulnerable populations.

Solution: 

Building on the success of the Por Nuestra Salud y Bienestar initiative, Communications Shop created Teatro Callejero (Street Theater), an innovative, interactive performance designed to educate the Spanish-speaking community about COVID-19 and encourage vaccination. The skit was integrated into broader outreach efforts, delivering vital health information through humor and relatable storytelling.

Key Campaign Elements:

  1. Street Theater Performances: Teatro Callejero featured pop-up performances in public spaces across Montgomery County, including shopping malls, laundromats, food distribution centers, and apartment complexes. These performances helped dispel myths about COVID-19 and the vaccine, providing clear, factual information about where and how to access free vaccinations.
  2. Lead Characters: The skit starred beloved local Spanish radio personalities Pedro Biaggi and Ary Mondragón. Biaggi played himself while Mondragón donned a COVID-19 virus costume. Their humorous yet insightful exchanges entertained the audience while educating them about the dangers of the virus and the importance of vaccination.
  3. On-Site Vaccination and Health Promotion: Local health promoters and clinical partners from Por Nuestra Salud y Bienestar supported each performance, offering real-time vaccine information and assisting people in accessing mobile vaccination units at the performance sites. This seamless integration of entertainment and healthcare services made it easy for community members to get vaccinated immediately after the show. 

Results:

The Teatro Callejero initiative played a pivotal role in reducing COVID-19 cases and boosting vaccination rates among Latinos in Montgomery County:

  • Reduced Infection Rates: In June 2020, Latinos accounted for over half of the County’s COVID-19 infections. By October 2021, the concerted efforts of Por Nuestra Salud y Bienestar and the Latino Health Initiative had significantly reduced infection rates within the community.
  • Increased Vaccination Rates: In March 2021, Latino vaccination rates lagged behind non-Latino White residents by 20%. Thanks to engaging and informative campaigns like Teatro Callejero, by October 2021, Latino vaccination rates surpassed those of non-Latino White residents by 15%, demonstrating the success of these targeted efforts.

Conclusion:

The Teatro Callejero campaign was a powerful tool in bridging the gap between public health information and community engagement. By combining entertainment with education, Communications Shop and the Latino Health Initiative effectively reduced vaccination hesitancy and increased access to life-saving COVID-19 vaccines. This initiative, along with other creative efforts like the character of La Abuelina, was instrumental in reversing alarming infection rates and empowering the Latino community to protect their health and the health of their families.

Impact Recognition:
The campaign’s success improved health outcomes and exemplified the importance of culturally relevant, innovative strategies in public health outreach.

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