News Release

New Campaign from THE CONVERSATION / LA CONVERSACIÓN Responds to Information Needs about COVID-19 Vaccines Among Latinos and Spanish-speaking People in U.S.

Latinx Doctors, Nurses and Promotoras Featured in Latest Installment of KFF’s Public Information Response to COVID-19, Presented with UnidosUS

News Release

May 20, 2021THE CONVERSATION / LA CONVERSACIÓN expands to address information needs about the COVID-19 vaccines in the Latinx community with new videos featuring doctors, nurses and promotoras (community health workers) in English and Spanish. This installment of the campaign is produced by KFF (Kaiser Family Foundation) under its Greater Than COVID public information response and presented with UnidosUS.

THE CONVERSATION / LA CONVERSACIÓN campaign—and our efforts with the UnidosUS Esperanza Hope for All campaign—use trusted voices to send the message that the vaccines are our best chance at getting back to our lives. But we need more support to make sure everyone can get a vaccine as a new report from our friends at KFF shows.  Unvaccinated Latinos want to get the vaccine but face obstacles such as not having access to paid leave, being asked by vaccine providers for sensitive information that increases barriers to getting more Americans vaccinated, or hard to access vaccination sites.  We need to reaffirm that COVID-19 vaccines are free and available to ALL, regardless of immigration status or access to health insurance and we also urge that sites are put in places where Latinos are: schools, workplaces, and community centers across the country,” said UnidosUS President and CEO Janet Murguía.

The new messaging comes at a critical time with vaccines now authorized for individuals 12 and older. Even as vaccine availability expands, concerns about equitable distribution remain with most states reporting that Hispanic, as well as Black, populations, have received smaller shares of vaccinations relative to their population size to date.

Recent findings from the KFF COVID Vaccine Monitor shows strong interest from many Hispanic adults in getting vaccinated as soon as possible, indicating an opportunity for increased outreach and information. Health care providers, especially those representing the community, have consistently been shown to be the most trusted and preferred resources for information about the vaccines.

“Unvaccinated Hispanic adults are much more likely to want to get vaccinated than other adults and THE CONVERSATION/LA CONVERSACIÓN provides a platform for trusted messengers to build on interest in the Latino community in getting vaccinated,” said KFF President and CEO Drew Altman.

Eligibility and access issues, as well as questions about vaccine safety and efficacy, are among issues highlighted in more than 75 FAQ videos from Latinx healthcare workers, reflecting some of the most common concerns raised in KFF research.

In addition to providing accessible facts and dispelling misinformation, the health care workers also share their own experiences getting vaccinated, what it meant for them both personally and professionally, as well as their hopes for what it means for the community. “This is about returning to our roots, to our families, to being able to be safe and not live in fear,” says Susana Morales, MD, a primary care doctor in one of the videos included in the campaign. Dr. Morales, who is Vice Chair for Diversity in the Department of Medicine at Weill Cornell Medicine, is one of 10 Latinx health care workers featured in the new campaign.

YouTube provided funding to support development and distribution of the series and both YouTube and Google are providing high visibility promotion on their platforms. Facebook is supporting the campaign as part of a broader effort to amplify trusted voices in communities to help reach people most affected by COVID-19. Twitter and Pinterest are also helping to get out the messaging on their platforms.

Previously released messaging focused on the Black community and featured Black health care workers. This content was presented with the Black Coalition Against COVID and is supported by a broad array of health and community groups.

All content is available rights-free and designed to be shared on social media and can be easily embedded on other organization’s websites. A community toolkit provides additional graphics and promotions to extend reach of the messaging. For more information about THE CONVERSATION / LA CONVERSACIÓN go to: l

The California Health Care Foundation, California Community Foundation, The California Endowment and Sierra Health Foundation have generously contributed to the production and are supporting distribution of the Latinx series.

UnidosUS, previously known as NCLR (National Council of La Raza), is the nation’s largest Hispanic civil rights and advocacy organization. Through its unique combination of expert research, advocacy, programs, and an Affiliate Network of nearly 300 community-based organizations across the United States and Puerto Rico, UnidosUS simultaneously challenges the social, economic, and political barriers that affect Latinos at the national and local levels. For more than 50 years, UnidosUS has united communities and different groups seeking common ground through collaboration, and that share a desire to make our country stronger. For more information on UnidosUS, visit or follow us on FacebookInstagram, and Twitter.

KFF (Kaiser Family Foundation) is a national nonprofit leader in health policy analysis and polling, journalism and social impact media. No affiliation with Kaiser Permanente. Visit the COVID-19 Vaccine Monitor Dashboard, Racial Equity and Health topic page and KHN.

Greater Than COVID is a public information initiative from KFF to help individuals take charge of their health during the evolving COVID-19 public health crisis. Tailored media messages and community tools address information needs about the vaccines.

KFF Headquarters: 185 Berry St., Suite 2000, San Francisco, CA 94107 | Phone 650-854-9400
Washington Offices and Barbara Jordan Conference Center: 1330 G Street, NW, Washington, DC 20005 | Phone 202-347-5270 | Email Alerts: | |

The independent source for health policy research, polling, and news, KFF is a nonprofit organization based in San Francisco, California.