Middletown
Trusted Messenger
Training & Campaign
Research tells us we often depend on trusted messengers as a quick way to assess whether information is credible & deserving of our attention.
Community-Led
Vaccine Advocacy
The success of public health messaging depends on trust. Rather than relying solely on government agencies or health departments, this program prioritized messengers who were already trusted within their communities. Faith leaders, local healthcare providers, and grassroots advocates were trained to provide accurate, science-backed vaccine information in ways that resonated with their audiences.
This approach helped counter vaccine hesitancy, particularly in populations where skepticism toward public health institutions was high. By working with familiar, respected figures, the campaign increased engagement, made vaccination a community-wide conversation, and encouraged participation.
Multimedia Storytelling
A key component of the campaign was the use of high-quality photography and videography to showcase trusted messengers sharing their personal reasons for getting vaccinated. These assets were used across multiple platforms, including social media, digital ads, and print materials, to ensure consistent and compelling messaging.
Video testimonials featured local leaders explaining why they trusted the COVID-19 and flu vaccines, helping to normalize vaccination as a community responsibility.
Candid photography captured trusted messengers interacting with residents, reinforcing the message that vaccination is about protecting those we care about.
Social media graphics and print flyers were distributed widely to reach diverse audiences, ensuring accessibility and visibility across different community spaces.
This visual storytelling approach made the campaign more relatable, showing real people rather than generic public health messaging.
Scalable Public Health Model
The trusted messenger model used in Middletown can be replicated in other communities looking to improve vaccine uptake and public health messaging. This campaign demonstrated that building trust through localized, culturally competent messengers is more effective than broad, one-size-fits-all public health campaigns.
To support scalability, we developed a framework for recruiting, training, and equipping trusted messengers with:
Key messaging guides to help messengers communicate effectively and address common vaccine concerns.
Customizable print and digital materials that could be adapted for different languages and demographics.
Best practices for community engagement, ensuring that trusted messengers were empowered to advocate for vaccines in authentic, meaningful ways.
This program provides a replicable blueprint for cities and health departments looking to strengthen community trust in public health efforts.
The Middletown Trusted Messenger Program is a prime example of how strategic health communication can strengthen vaccine confidence. Through community partnerships, clear messaging, and authentic storytelling, we helped bridge the gap between public health agencies and the people they serve.