The partnership tackles COVID-19 vaccine hesitancy in the LGBTQ+ community
New York, August 24, 2021 – With COVID-19 infections on the rise in the U.S. as a result of the Delta variant, FCB Health New York, an IPG Health company, and GMHC have teamed up to help get LGBTQ+ individuals vaccinated and to shut down the misinformation brewing on social media with a new social campaign called “Ms. Information.” According to a recent study, Facebook and Twitter account for about 72% of the rumors and conspiracy theories that exist around the COVID-19 vaccine. “Ms. Information” meets this misinformation head-on with playful and shareable social clips featuring real-life Black drag queen Miz Jade, as the loud and proud Ms. Information, encouraging followers to “book your slot, get your shot.”
As the U.S. vaccination rate plateaus, a data analysis published in March 2021 by the Human Rights Campaign (HRC) Foundation and PSB Insights (PSB) found that only 42% of LGBTQ+ adults said they were very likely to get vaccinated. In the same data analysis, only 29% of Black LGBTQ+ adults and 39% of Latinx LGBTQ+ adults said they were very likely to get vaccinated. Concerns about side effects, long-term safety and bad experiences with health care providers, especially for people who are transgender or genderqueer, have been cited as reasons to not get the vaccine. Ms. Information “spills the tea” and encourages followers to educate themselves by visiting https://www.gmhc.org/covidvaccine/.
“GMHC has been a longtime partner, and we are honored to work with them to effectively reach the LGBTQ+ community to help spread facts and demystify the rumors that exist on social media about the COVID-19 vaccines,” said Kathleen Nanda, Chief Creative Officer of FCB Health New York. “Ms. Information’s bold authenticity will help us reach our target audience and drive more people to get vaccinated.”
Drag queens are quintessential to queer culture and “Ms. Information” focuses on top misinformation topics including “Do the COVID-19 vaccines actually work?” and discusses needs and considerations that are specific to the LGBTQ+ community. The campaign plays on relevant and relatable themes and emotions — for example, the desire to reconnect in-person this summer. With humorous and pithy language like, “Is vax reluctance standing between you and hot girl summer?” and “Honey. Enough with the quarantinis! Get your vaccine so we can mix — and mingle,” the short, memorable videos share the facts in an eye-catching way.
“We are privileged to work with FCB Health New York on this vital campaign, featuring the dynamic Ms. Information, and are thankful for their exemplary talent to help us continue reaching out to the LGBTQ+ community about the COVID-19 pandemic and vaccines,” said Jason Cianciotto, GMHC’s Senior Managing Director, Institutional Development & Strategy. “Since the beginning of the HIV/AIDS epidemic, GMHC has been providing education about HIV/STI prevention and other health-related issues in a safe and non-judgmental manner. We recognize that shaming people is not effective and can be detrimental to the well-being of the people we serve. We don’t want to lose the battle of misinformation about HIV/AIDS and COVID-19.”
About IPG Health
Home to FCB Health and McCann Health agencies, IPG Health Network is a global collective of the world’s most celebrated and awarded healthcare marketing agencies. We are 5,000+ people across six continents, all singularly focused on accelerating progress in health for good and for all. With science, creativity, technology and data at our core, IPG Health makes science approachable, understandable and actionable. With 45+ agencies, including 18+ specialized units, our integrated approach to a broad range of communications capabilities ensures we can help clients improve outcomes and quality of life for healthcare audiences around the world. IPG Health is part of the Interpublic Group of Companies (NYSE: IPG). Visit ipghealth.com to learn more.
GMHC (founded as Gay Men’s Health Crisis) is the world’s first HIV/AIDS service organization and provides comprehensive services to people living with and affected by HIV and AIDS and COVID-19. Programs include testing, prevention, nutrition, legal, supportive housing, mental health, and substance use services. GMHC also advocates for stronger public policies at the local, state, and federal levels with the goal of ending HIV and AIDS.