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‘Ms. Information’ Spills the Tea on the Facts About the Covid Vax for AIDS Service GMHC


The partnership with FCB Health New York tackles Covid-19 vaccine hesitancy in the LGBTQ+ community

‘Ms. Information’ Spills the Tea on the Facts About the Covid Vax for AIDS Service GMHC

With Covid-19 infections on the rise in the US 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 rumours 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 US 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 here.  

“GMHC has been a longtime partner, and we are honoured to work with them to effectively reach the LGBTQ+ community to help spread facts and demystify the rumours 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 and 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.”

To learn more, please visit here and follow Ms. Information on Instagram to get the facts on the vax.

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Categories: Corporate, Social and PSAs, LGBTQ+

FCB Health Network, Tue, 24 Aug 2021 14:52:26 GMT