Story at a glance

  • “Often people think of that as just Black and brown communities,” Psaki said.
  • Psaki detailed a variety of creative ways the White House is marketing its program to white communities.
  • “We’ve run PSAs on the ‘Deadliest Catch,’ we’re engaged with NASCAR and Country Music TV,” Psaki said.

White House Press Secretary Jen Psaki said in a press briefing Monday that the Biden administration is focused on building vaccine confidence in hard-hit communities across the country, which includes “white conservative” areas. 

Psaki told reporters that the administration is investing billions to instill confidence in COVID-19 vaccines in the nation’s “hardest-hit” communities, which she said are not exclusively communities of color.

“Often people think of that as just Black and brown communities and that is not,” Psaki said. “As you’ve noted, that is also conservative communities, white evangelicals. It’s a range of communities around the country.”


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Psaki detailed a variety of creative ways the White House is marketing its program to white communities, including targeted commercials accompanying popular television shows and outreach efforts to traditional community organizations. 

“We’ve run PSAs on the ‘Deadliest Catch,’ we’re engaged with NASCAR and Country Music TV,” Psaki added. “We’re looking for a range of ways to get directly connected to white conservative communities. We won’t always be the best messengers, but we are still trying to meet people where they are, but also empower local organizations.”

The $3 billion initiative is part of a larger $10 billion plan the administration is putting toward communities it classifies as “highest-risk.” 

“Equity is at the center of the Administration’s COVID-19 response," a press release regarding the White House plan said.

“The President has set up federally-run community vaccination centers in hard-hit areas; sent vaccines directly to local pharmacies and Community Health Centers that disproportionately serve vulnerable populations; launched hundreds of mobile clinics to meet people where they are; and created the COVID-19 Health Equity Task Force,” the release said.


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Published on Apr 13, 2021