FCB Health New York and GHMC have launched “Ms. Information,” a social-first campaign designed to prompt LGBTQ+ individuals to receive a COVID-19 vaccine. The effort also seeks to combat the wealth of vaccine- and COVID-related misinformation across social media platforms.
The campaign’s approach is light and playful, with drag queen Miz Jade serving as the titular Ms. Information. But the data paint a troubling portrait: According to a March 2021 analysis by the Human Rights Campaign Foundation and PSB Insights, a mere 42% of LGBTQ+ adults said they were very likely to receive the vaccine and only 29% of Black LGBTQ+ adults and 39% of Latinx LGBTQ+ adults said they were very likely to receive the vaccine.
“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,” said Jason Cianciotto, GMHC senior managing director, institutional development and strategy, in a statement. “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.”