As part of its push to convince more people to receive the bivalent COVID-19 booster, the Biden administration has unveiled a series of video spots.

The videos target specific communities that may continue to have some vaccine hesitancy, judging by their low uptake of the updated shots this fall. The Department of Health and Human Services is releasing the TV ads in 15 U.S. markets and radio and print counterparts in 30 markets.

“On Point” focuses on the Black community, while the Spanish-language spot “No te pierdas el juego” targets Latinos.

HHS is attempting to appeal to people in rural areas, which tend to have lower vaccination rates, by throwing country music into the mix.

The agency will also unveil print, digital and radio ads this week targeting Asian Americans and Pacific Islanders. Those ads will be aired in seven languages.

The spots are part of a larger effort announced yesterday by President Biden to create awareness of the availability — and need for — the new shots. So far, only 10% of the population eligible for the updated booster, or about 14.8 million people, has received one.

In addition to the ads, HHS is backing the #VaxUpAmerica Family Vaccine Tour, an initiative that will see the federal government team up with community-based organizations to reach families in convenient locations, such as nursing homes and local health centers. The #VaxUpAmerica tour will extend to pop-up vaccination clinics.

That effort will hone in on older Americans — who, despite their ongoing vulnerability to COVID-19, have been slow to receive the second booster. While 71% of people over 65 received a first booster shot, only 44% have received a second. Meanwhile, only about 8% of seniors have received the updated bivalent vaccine.

Walgreens will be involved in the vax initiative, working alongside Uber and DoorDash to deliver Paxlovid to homes in remote or underserved areas.