The main, nonspecific purpose of this massive CDC grant was because “misinformation and disinformation about the virus and the vaccine, including its development and clinical trial process, along with an overall lack of clear, consistent, culturally and linguistically appropriate information about Covid-19 and the vaccine, among other factors, have likely contributed to mistrust of official sources – and low levels of trust in the vaccine (34% according to a recent poll) – among the Latino community.”

Therefore, the goal of this program, called “Esperanza- Hope for All campaign” was to “increase awareness, education, and promotion of the Covid-19 vaccine among Latinos, including vulnerable populations, e.g.: Essential workers and undocumented individuals.”

UnidosUS claimed it would partner with seven sub-awardees to deploy messaging that promotes vaccination activities and local calls to action, and to develop national efforts including “engagement of trusted influencers from various sectors and use of UnidosUS vast communications assets to deploy this education and awareness campaign, which will broadly disseminate culturally and linguistically relevant information on the vaccine to foster trust in its safety and efficacy, thereby improving the potential participation rate among Latinos receiving the vaccine.”

This included development of a toolkit of bilingual vaccine propaganda which is still available online.