COVID-19 Vaccine Confidence Campaign

The COVID-19 Vaccine Confidence Campaign, updated in March 2022, supports rural community-based groups, faith-based organizations, businesses, public health agencies, schools, and health care organizations in their efforts to develop internal and external communication materials promoting COVID-19 vaccination. 

This toolkit was developed through the Delta Region Community Health Systems Development (DRCHSD) program.

About the Campaign

The "Learn. Understand. Decide." communication campaign is designed to build public confidence in COVID-19 vaccination while acknowledging the need for community members to understand the facts before making a decision. The campaign's messaging helps build understanding and demand for the COVID-19 vaccine and booster, including vaccines for kids ages 5-11. Campaign materials provide an opportunity for a wide range of organizations — trusted voices in their community — to disseminate accurate information.

Campaign Materials


Two brochures provide straightforward facts and address common myths and concerns many rural Americans share. One brochure is tailored to parents and answers their questions about getting their kids — especially younger children — vaccinated. 

Print Ads and Posters

Print ads and posters help to promote vaccine confidence at the local level with messaging that encourages individuals to learn the facts about the COVID-19 vaccine so they can make an informed decision for themselves and/or their children.

Social Media Posts

Social media is a powerful way to share the real facts about the COVID-19 vaccine, address common questions, dispel myths, and provide local information about where to get vaccinated. Social media copy includes general education and facts designed to build vaccine confidence, as well as posts targeting parents of kids ages 5 and older.

NRHRC_Parents of 5+ Vaccine Social_Posts.docx (33.44 KB)

Idea Starter

This "Idea Starter" includes creative ideas that can be implemented by schools, childcare centers, and other youth-related organizations — or serve as inspiration for additional activities — to help educate parents of kids ages five and older on the COVID-19 vaccine, and ways to improve vaccination access and uptake.

Idea Starter (1.05 MB)


Customize Templates for Your Community

The main image in all print materials can be replaced with stock or custom photography, based on community demographics and your intended audience — to best match the diversity of your community. The COVID-19 Vaccine Confidence Communication Toolkit User Guide offers more information about the toolkit and includes instructions for customization (page 7). Templates are available as a downloadable PDF for print materials and can be customized using Adobe Acrobat Pro, saving time, effort, and cost when developing new communication materials.


Legato Healthcare Marketing
National Rural Health Resource Center (The Center)

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