Combating COVID-19 Misinformation in Latino Public Health

Strategy

In partnership with the Greater Boston Latino Network, Moira developed a two-fold strategy that would provide education to Boston’s Latino community while also harnessing the power of social media. Designed with reach in mind, the goal for other local Latino organizations to share the content on their platforms. This consisted of:

• Multi-Channel social media content: Focused on educating and dispelling misinformation, Moira created a digital campaign and landing pages in English and Spanish to help the city reach Latinos in the social media platforms where the community is most active. 
• A brand identity that connected with the youth: To encourage teenage community members to wear masks, Moira created a distinctive brand identity that made the campaign appealing to young Latinos. The brand resonated with the target audience with fresh logos and color schemes.

• Content creation: The team developed a compelling and culturally relevant content toolkit that included social media calendars. Packaged for easy distribution in both English and Spanish, these informative assets reflected the preferences and needs of the community.

• Cultural localization: Recognizing the diverse Latino population in Boston, Moira ensured that the campaign used culturally appropriate language and imagery for various subgroups, including Puerto Rican, Dominican, and Colombian communities.
• Gamification: To engage the youth effectively, Moira organized a mask design competition. After receiving numerous submissions, the city produced and distributed thousands of masks with youth-crafted designs across at-risk neighborhoods.