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Goal one of the Biden Administrations COVID-19 response strategy is to restore trust with the American people. Goal two, closely connected to goal one, is to mount a safe, effective, comprehensive vaccination campaign. A vital part of that effort is a healthy stream of public education, flowing from national headwaters through state, local, tribal and community tributaries.

The mission is to engage both public and private sectors in addressing vaccine hesitancy and countering mis- and disinformation with messages anchored by science and fact-based public health guidance. Special attention will focus on diverse, high-risk and hard-to-reach populations, delivering information via trusted local messengers and simplifying the vaccination process while reinforcing basic COVID-19 prevention measures.

If you are so inclined, you can read the 200-page report, issued on the first full day of the new administration, or just the 20 pages devoted to the vaccination campaign.

Were not from the government, and were here to help. The essential purpose of this newsletter, in the words of MM+M GM and editor-in-chief Steve Madden, is to bring together some of the finest minds in communication to aid the creation of meaningful, effective work to help end the pandemic. We need messaging that convinces all people to get vaccinated, and to practice good public health habits until weve reached herd immunity. It will take the dedicated and focused work of everyone in this field, including you.

Lets get to work. Many of you are already hard at it.

This weeks edition of The Vaccine Project Newsletter is 2,771 words long and will take you nine minutes to read.

The communications effort

The pandemic has given new life and meaning to the adage, Vaccines dont prevent disease; vaccinations do. The shortest distance between those two points is a straight linea line of clear and meaningful communication.

The takeaway: Trusted. Local. Messengers.

The rollout

Frank Cerabino, a columnist for the Palm Beach (FL) Post, whimsically suggests that we turn Amazon delivery drivers into vaccinators and send them door-to-door. Given the alternative, perhaps this is not so whimsical after all.

The takeaway: Being vaccinated is getting an extra present for Christmas, Hanukkah or Kwanzaa. Waiting to be vaccinated is Festivus for the rest of us.

The challenges

Nothing is simple, least of all a massive vaccination campaign. Gotta work through the pain. Need more reps.

The takeaway: There is some good news in the seeming chaos of the scrum for shots, says MM+M GM and editor-in-chief Steve Madden. People want it.

The vaccine dashboard

We now find ourselves in the middle of a high-stakes global chess match: vaccines versus variants. We need to stay one move ahead.

The takeaway: As Mercks experience dramatically demonstrates, creating new vaccines is anything but a sure bet. Which makes the successes all the more remarkable.

The resources

Think about how much weve learned about this thing called coronavirus in the past year and weve only just begun.

and some songs

Undivided, Tim McGraw and Tyler Hubbard

The Age of Aquarius/Let the Sunshine In, The Fifth Dimension

Our Day Will Come, Ruby and the Romantics

Im So Excited, Pointer Sisters

Epiphany, Taylor Swift

Another busy week. Were on it, so tune in tomorrow for your Haymarket Media Coronavirus Briefing newsletter. Stay well. And please mask up, both for those you love and for the rest of us.

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The Vaccine Project Newsletter: Building trust, managing expectations, playing chess against a wily adversary - News - MM&M - Medical Marketing and...