Instilling Confidence in the COVID-19 Vaccine

The Nurses Make Change Happen media campaign engaged audiences nationally to promote vaccine confidence and get vaccinated through leveraging nurses as micro -influencers. The campaign found success using a softer, nonconfrontational approach to messaging. Posts that used real nurses to encourage rather than demand the target audience to get vaccinated were more well received. Paid ads helped increase chan-nel followers of National Nurse-Led Care Consortium (NNCC) and encouraged reshar-ing of content. Targeted ads were a successful strategy based on cost-per-click (CPC) and the click-through rate (CTR).