MINNESOTA DEPARTMENT OF HEALTH
The Minnesota Department of Health (MDH) wanted to reach Minnesotans quickly and directly to educate, motivate, and activate people to get vaccinated against COVID-19. Providing language access and reaching everyone, including hard-to-reach individuals, were high priorities for the state. MDH through a partnership with its vendor, CommunityConnect Labs, conducted multilingual SMS and voice outreach. The outreach used dynamically personalized SMS messages and automated phone calls.
MDH delivered compelling, varied content so that people received educational, motivational, and inspirational nudges to get vaccinated. Messaging included promotion of the state-run incentive program, addressing barriers and hesitancy, as well as providing information about where people could get vaccinated. Also innovatively, MDH used local ambassadors and trusted messengers such as local college football coach P. J. Fleck to address vaccine safety and effectiveness. To reach people who lived in underserved areas, MDH deployed mobile, pop-up vaccine clinics. Contact lists were segmented so that people living in the vicinity of an upcoming mobile vaccine clinic would receive information about that pop-up clinic.
Minnesota was one of the earliest states to reach a 70 percent vaccination rate as a result of the outreach to their residents. More than 642,000 vaccinations were administered to adults in Minnesota who received the outreach.