{"id":93296,"date":"2021-03-26T17:03:00","date_gmt":"2021-03-24T21:43:00","guid":{"rendered":"https:\/\/hispanicprwire.com\/english-unidosus-unveils-esperanza-hope-for-all-campaign\/"},"modified":"2021-03-26T17:10:02","modified_gmt":"2021-03-26T21:10:02","slug":"unidosus-presenta-la-campana-esperanza-hope-for-all","status":"publish","type":"post","link":"https:\/\/hispanicprwire.com\/en\/unidosus-presenta-la-campana-esperanza-hope-for-all\/","title":{"rendered":"UnidosUS Unveils Esperanza Hope for All Campaign"},"content":{"rendered":"<p><\/p>\n<style type=\"text\/css\"><![CDATA[\n\/* Style Definitions *\/\nspan.prnews_span\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\na.prnews_a\n{\ncolor:blue;\n}\nli.prnews_li\n{\nfont-size:8pt;\nfont-family:\"Arial\";\ncolor:black;\n}\np.prnews_p\n{\nfont-size:0.62em;\nfont-family:\"Arial\";\ncolor:black;\nmargin:0in;\n}\n]]><\/style>\n<div class=\"xn-content\">\n<p><span class=\"xn-location\">WASHINGTON<\/span>, <span class=\"xn-chron\">March 24, 2021<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0UnidosUS (formerly the National Council of La Raza), the nation&#8217;s largest Latino civil rights and advocacy organization, announced today the launch of <i><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3566216808&amp;u=https%3A%2F%2Fwww.unidosus.org%2Fesperanzahopeforall&amp;a=Esperanza+Hope+for+All\" rel=\"nofollow\"><span class=\"xn-person\">Esperanza Hope<\/span> for All<\/a><\/i>, an institution-wide initiative to mitigate the health, economic and education effects of the coronavirus pandemic on Latinos. The campaign builds on the organization&#8217;s national advocacy and public health response to the pandemic in 2020 and will have a core focus on promoting vaccine equity. The organization plans to raise and invest <span class=\"xn-money\">$15 million<\/span> in this robust campaign to inform Latinos about the various COVID-19 vaccines and ensure that the Hispanic community is included equitably in vaccine distribution efforts across the country. <\/p>\n<p>&#8220;Latinos have been hit hard by the coronavirus pandemic and many are still grappling with the long-term health and economic effects of this virus. The COVID-19 vaccines will give our community and the nation our best chance at getting back to our lives. That is why it is critically important that we foster trust in the safety and efficacy of the COVID-19 vaccines and combat vaccine misinformation and disinformation. Doing so will help put our community and our country on a true path to recovery,&#8221; said <b>UnidosUS President and CEO <span class=\"xn-person\">Janet Murgu\u00eda<\/span>.<\/b><\/p>\n<p>A recent poll from the <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=779056706&amp;u=https%3A%2F%2Fstatic1.squarespace.com%2Fstatic%2F5f85f5a156091e113f96e4d3%2Ft%2F5fb72481b1eb2e6cf845457f%2F1605837977495%2FVaccineHesitancy_BlackLatinx_Final_11.19.pdf&amp;a=COVID+Collaborative\" rel=\"nofollow\">COVID Collaborative<\/a>, in\u00a0partnership with UnidosUS, found that only one-third of Latinos have confidence in the COVID-19 vaccines. That same poll revealed that Latinos are willing to follow guidance provided by experts and trusted messengers in the community. The <i>Esperanza <\/i>Hope for All campaign will overcome those barriers by leveraging focused and targeted strategies and partnerships, the organization&#8217;s expertise as a trusted community voice, and its national network of nearly 300 community-based organizations across the country\u00a0to disseminate culturally and linguistically appropriate information on the COVID-19 vaccines.<\/p>\n<p>&#8220;We are reaching Hispanic individuals and families where they are, be it on social and digital media channels, in radio and TV or directly in communities. This includes equipping our Affiliate Network with the resources to help them do what they do best on the ground, while we build out a national strategy and reinforce the message, data and other key elements through broad-reaching mass communications efforts,&#8221; noted <b>Rita Carre\u00f3n, UnidosUS Vice President of Health<\/b>.<\/p>\n<p>As part of its &#8220;ground game,&#8221; UnidosUS will lean on its Affiliate Network to lead on culturally responsive education and outreach by training local trusted messengers; informing through dual-language communications; providing resources for local COVID-safe outreach and vaccination events and engaging local provider and community partners. The efforts include helping to expand equitable vaccine access through Affiliate health centers. In this initial stage, UnidosUS is deploying more than <span class=\"xn-money\">$2 million<\/span> in grants to 35 Latino-serving community-based organizations including our network of Federally Qualified Health Centers (FQHCs).<\/p>\n<p>UnidosUS&#8217;s &#8220;air game&#8221; consists of a national and broad reaching multimedia communications campaign that includes:<\/p>\n<ul type=\"disc\">\n<li><b>Mobile Marketing Tour:<\/b>\u00a0UnidosUS will deploy a mobile educational tour across multiple cities that will take information about the COVID-19 vaccines directly into Hispanic neighborhoods, including those living in rural and urban environments where health resources are lacking or difficult to access. It will engage local Affiliates, partners and influencers, and will include on-site activities to increase education and awareness and direct families to vaccination sites.\u00a0The tour is scheduled to begin in mid-April in seven cities across the Southwest. <\/li>\n<li><b>Multimedia Advertising:<\/b>\u00a0 UnidosUS\u00a0is developing a bilingual COVID-19 vaccines awareness and education advertising campaign. This will include a robust dual-language advertising effort to reach Latinos through digital platforms, as well as radio and large-scale print advertising. Tactics will include targeted digital display and video activations; paid social media campaigns and paid search ads campaigns throughout key regions. <\/li>\n<li><b>Countering Mis\/Disinformation:<\/b>\u00a0UnidosUS will deploy both an online and offline approach to combat mis\/disinformation. Efforts\u00a0aim to\u00a0identify and counter misinformation in social and traditional media; ensure Latinos with digital access build their understanding of\u2014and trust in\u2014the science and increase vaccine confidence and intention and leverage\u00a0UnidosUS&#8217;s\u00a0network and advocacy work to effectively counter misinformation targeting Latinos.\u00a0 <\/li>\n<li><b>Influencer Engagement:<\/b>\u00a0UnidosUS\u00a0will engage trusted Latino and expert micro and macro social media influencers to shape the messaging and the conversation around COVID-19 vaccine confidence and vaccines in general. These will include a wide variety of Spanish-speaking influencers including content creators, celebrities and trusted media personalities; bilingual influencers; and community grassroots leaders, organizers and advocates. <\/li>\n<\/ul>\n<p>The campaign builds on a series of vaccines awareness-building and informational efforts underway since the beginning of this year. UnidosUS is a partner on the COVID Collaborative and Ad Council&#8217;s and COVID-19 Vaccine Education Initiative, helping to develop and distribute culturally resonant content for the Latino community. Additional efforts include:<\/p>\n<ul type=\"disc\">\n<li>Virtual townhalls including a <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=1308518624&amp;u=https%3A%2F%2Fwww.unidosus.org%2Fcampaigns%2Fcoronavirus-covid-19%2Fwebinars%2FCOVID-19-Vaccines-Your-Questions-Answered&amp;a=COVID-19+Vaccines%3A+Your+Questions+Answered\" rel=\"nofollow\">COVID-19 Vaccines: Your Questions Answered<\/a>\u00a0on the topic of COVID-19 vaccines that includes a panel of national and local experts including Dr. <span class=\"xn-person\">Marcella Nunez-Smith<\/span>, Chair of the Biden-Harris COVID-19 Health Equity Task Force; and an\u00a0upcoming\u00a0COVID-19 Vaccine Town Hall in partnership with the Ad Council entitled: <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3400871217&amp;u=http%3A%2F%2Fbit.ly%2FCovid19Espanol&amp;a=%22Vacunas+contra+el+COVID-19%3A%C2%A0+Respuestas+a+Preguntas+Claves%22\" rel=\"nofollow\">&#8220;Vacunas contra el COVID-19:\u00a0 Respuestas a Preguntas Claves&#8221;<\/a>\u00a0on <span class=\"xn-chron\">March 30<\/span> at <span class=\"xn-chron\">7 p.m. ET<\/span>. <\/li>\n<li>An informational <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=1285195618&amp;u=https%3A%2F%2Fwww.instagram.com%2Fweareunidosus%2Fchannel%2F%3Fhl%3Den&amp;a=social+media+video+series\" rel=\"nofollow\">social media video series<\/a><b>\u00a0<\/b>in Spanish and English that answers the most pressing issues UnidosUS and its Affiliates have been receiving from Latinos across the country. <\/li>\n<li>A bilingual informational <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=2301949405&amp;u=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DWN51IIyWRB4%26ab_channel%3DUnidosUS&amp;a=PSA\" rel=\"nofollow\">PSA<\/a>\u00a0featuring Dr. <span class=\"xn-person\">Robert Rodriguez<\/span>, <span class=\"xn-org\">University of California-San Francisco<\/span> Emergency Medicine Physician.<\/li>\n<\/ul>\n<p>Latinos are overrepresented in &#8220;essential&#8221; occupations that put them at greater risk of exposure to coronavirus infection (hospitality, retail, food services, construction and agriculture). Latinos are 18% of the U.S. overall population but represent 21% of COVID-19 cases and 12% of COVID-19 deaths in <span class=\"xn-location\">the United States<\/span> as of <span class=\"xn-chron\">March 22, 2021<\/span> and are 4.1 times more likely to be hospitalized than any other group. The disproportionate impact is the direct result of a history of structural racism. Unjust social, economic and environmental conditions have led to a higher incidence of underlying chronic diseases and other risk factors for COVID-19. <\/p>\n<p><i>Esperanza <\/i>Hope for All&#8217;s vaccine equity efforts are backed by funding from a cooperative agreement between the U.S. Department of Health and Human Services (HHS) Centers for Disease Control and Prevention (CDC) and UnidosUS, and between HHS&#8217;s Office of Minority Health and <span class=\"xn-org\">Morehouse School of Medicine&#8217;s<\/span> National COVID-19 Resiliency Network, The\u00a0Rockefeller Foundation, Walmart Foundation, The Pfizer Foundation* and Amazon. Plus, generous in-kind support from Charter Communications, Comcast NBCUniversal and Telemundo, Google and Toyota.\u00a0<\/p>\n<p>&#8220;As we surpass the grim milestone of more than half a million lives lost to this deadly virus, we are reminded of the critical work that remains to lead our nation\u2014and our community\u2014out of this crisis. With the development and authorization of several vaccines, we are hopeful for an end to this pandemic. However, that end hinges on ensuring that our country&#8217;s vaccination efforts are inclusive of the communities that have been disproportionately impacted by COVID-19. We all have an important role to play and UnidosUS is committed to doing everything in its power to ensure the vaccines reach all affected communities, including Latinos,&#8221; concluded <b>Murgu\u00eda<\/b>.<\/p>\n<p>Since the start of the pandemic, UnidosUS has been at the forefront of efforts to support Latinos who have been disproportionately impacted due to long-standing systemic health inequities and over-representation in the health and service sectors. In <span class=\"xn-chron\">April 2020<\/span>, UnidosUS established its <i><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=4289989002&amp;u=https%3A%2F%2Funidosus.org%2Fabout-us%2Fmedia%2Fpress%2Freleases%2F042920-UnidosUS-Press-Release-Esperanza-Hope-Fund&amp;a=Esperanza%2FHope+Fund\" rel=\"nofollow\">Esperanza\/Hope Fund<\/a><\/i>\u00a0to support the UnidosUS Affiliate Network and community partners&#8217; response and resiliency in crisis. With the ongoing need, UnidosUS continues to raise resources to inform and protect Latino communities during the pandemic. To date, more than <span class=\"xn-money\">$2 million<\/span> of this funding has already been disbursed to Affiliates to respond to the pandemic, including direct support to families for food and housing assistance.\u00a0<\/p>\n<p>Additionally, UnidosUS has served as a national partner in collaborative efforts and taskforces leading comprehensive and coordinated action to curb the spread of COVID-19, including:<\/p>\n<ul type=\"disc\">\n<li><b>CDC Cooperative Agreement <\/b><\/li>\n<li><b><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3078965099&amp;u=https%3A%2F%2Fncrn.msm.edu%2F&amp;a=National+COVID-19+Resiliency+Network\" rel=\"nofollow\">National COVID-19 Resiliency Network<\/a><\/b> <\/li>\n<li><b><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=675377895&amp;u=https%3A%2F%2Fwww.covidcollaborative.us%2F&amp;a=COVID+Collaborative\" rel=\"nofollow\">COVID Collaborative<\/a><\/b><b> and <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=29314279&amp;u=https%3A%2F%2Fgetvaccineanswers.org%2F&amp;a=Ad+Council\" rel=\"nofollow\">Ad Council<\/a><\/b> <\/li>\n<li><b><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=1846977416&amp;u=https%3A%2F%2Fwww.coronaviruspreventionnetwork.org%2F&amp;a=COVID+19+Prevention+Network\" rel=\"nofollow\">COVID 19 Prevention Network<\/a><\/b> <\/li>\n<li><b><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3177522264&amp;u=https%3A%2F%2Fcovid19community.nih.gov%2F&amp;a=NIH%27s+Community+Engagement+(CEAL)+Against+Covid-19+Disparities+\" rel=\"nofollow\">NIH&#8217;s Community Engagement (CEAL) Against Covid-19 Disparities <\/a><\/b><\/li>\n<li><b>COVID-19 Latinx Task Force <\/b><\/li>\n<li><b><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=2574590842&amp;u=https%3A%2F%2Fwww.healthaction.org%2F&amp;a=Health+Action+Alliance\" rel=\"nofollow\">Health Action Alliance<\/a><\/b><\/li>\n<\/ul>\n<p><i>*The Pfizer Foundation is a charitable organization established by Pfizer Inc. It is a separate legal entity from Pfizer Inc. with distinct legal restrictions.<\/i><\/p>\n<p><b><i>UnidosUS<\/i><\/b><i>, previously known as NCLR (National Council of La Raza), is the nation&#8217;s largest Hispanic civil rights and advocacy organization. Through its unique combination of expert research, advocacy, programs, and an\u00a0<a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=4022345613&amp;u=https%3A%2F%2Fwww.unidosus.org%2Faffiliates%2F&amp;a=Affiliate+Network\" rel=\"nofollow\">Affiliate Network<\/a>\u00a0of nearly 300 community-based organizations across <span class=\"xn-location\">the United States<\/span> and <span class=\"xn-location\">Puerto Rico<\/span>, 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\u00a0<a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=4292337725&amp;u=http%3A%2F%2Fwww.unidosus.org%2F&amp;a=www.unidosus.org\" rel=\"nofollow\">www.unidosus.org<\/a>\u00a0or follow us on <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3842312389&amp;u=https%3A%2F%2Fwww.facebook.com%2Fweareunidosus%2F&amp;a=Facebook\" rel=\"nofollow\">Facebook<\/a>, <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=565330087&amp;u=https%3A%2F%2Finstagram.com%2Fweareunidosus%2F%3Fhl%3Den&amp;a=Instagram\" rel=\"nofollow\">Instagram<\/a>, and <a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3219556273&amp;u=https%3A%2F%2Ftwitter.com%2FWeAreUnidosUS&amp;a=Twitter\" rel=\"nofollow\">Twitter<\/a>.<\/i><\/p>\n<p><b>Contact:<\/b>\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <br \/><span class=\"xn-person\">Gabriela Gomez<\/span><br \/><a target=\"_blank\" href=\"mailto:news@unidosus.org\" rel=\"nofollow\">news@unidosus.org<\/a><\/p>\n<p>SOURCE  UnidosUS<\/p>\n<\/div>\n<p> <\/p>","protected":false},"excerpt":{"rendered":"<div class=\"xn-content\">\n<p><span class=\"xn-location\">WASHINGTON<\/span>, <span class=\"xn-chron\">March 24, 2021<\/span> \/PRNewswire-HISPANIC PR WIRE\/ &#8212;\u00a0UnidosUS (formerly the National Council of La Raza), the nation&#8217;s largest Latino civil rights and advocacy organization, announced today the launch of <i><a target=\"_blank\" href=\"https:\/\/c212.net\/c\/link\/?t=0&amp;l=en&amp;o=3108020-1&amp;h=3566216808&amp;u=https%3A%2F%2Fwww.unidosus.org%2Fesperanzahopeforall&amp;a=Esperanza+Hope+for+All\" rel=\"nofollow noopener\"><span class=\"xn-person\">Esperanza Hope<\/span> for All<\/a><\/i>, an institution-wide&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-93296","post","type-post","status-publish","format-standard","hentry","category-salud"],"acf":[],"_links":{"self":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/93296","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/comments?post=93296"}],"version-history":[{"count":0,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/posts\/93296\/revisions"}],"wp:attachment":[{"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/media?parent=93296"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/categories?post=93296"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hispanicprwire.com\/en\/wp-json\/wp\/v2\/tags?post=93296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}