The Challenge
Federal disruption and widespread vaccine disinformation created confusion about vaccine safety, effectiveness, and access. As national vaccine policy and messaging became confused, Coloradans needed a credible, coordinated source of science-based information. SE2 helped create the Colorado Chooses Vaccines coalition to fill that gap with trusted voices, public education, policy support, and rapid response to federal changes that could undermine vaccine confidence and access.
Our Approach
SE2 supported Colorado Chooses Vaccines in building a clear, unified communications platform for healthcare providers, public health leaders, community organizations, and advocates. The work centered on making credible vaccine information easy to find, understand, and share.
Key elements included:
- Coalition messaging and rapid response: Helping partners respond quickly to federal actions and disinformation with consistent, fact-based messages from trusted sources, including physicians.
- Media outreach: Elevating coalition experts and shaping coverage (in Spanish and English) about Colorado’s response to federal vaccine changes.
- Public education: Supporting CoChoosesVaccines.org as a trusted resource hub featuring medical information and reliable guidance amid conflicting national messages.
- Advocacy support: Supportive messaging in news and opinion coverage bolstered coalition-backed legislation that supported Colorado vaccine access.
- Coalition promotion: Helping demonstrate the breadth of support behind vaccine access and public trust.
The Impact
Colorado Chooses Vaccines quickly became a visible, trusted voice and a national model for how states can lead on this issue. Colorado’s independent, proactive approach to protecting vaccine access and confidence drew national coverage from major outlets, including PBS NewsHour, NBC News, KFF Health News, and NPR, as well as a stream of local coverage directly addressing Coloradans’ need for accurate, trustworthy information.
- 236 media reports placed or influenced with a total reach of 278 million impressions and advertising value equivalent to $2.57 million.
- Average website engagement of 3:24, exceeding the 2:58 benchmark for health websites.
- A broad statewide coalition of healthcare, public health, and community organizations aligned around vaccine access and trust.
Together, these efforts helped Colorado Chooses Vaccines fill a critical information void, reinforce public trust in science-supported vaccines, and mobilize a statewide network prepared to respond to shifting federal policy and ongoing misinformation.
