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