WASHINGTON (AP) – Thrown off-stride to reach its COVID-19 vaccination goal, the Biden administration is sending A-list officials across the country, devising ads for niche markets and enlisting community organizers to persuade unvaccinated people to get a shot.
The strategy has the trappings of a political campaign, complete with data crunching to identify groups that can be won over.
But the message is about public health, not ideology. The focus is a group health officials term the “movable middle” – some 55 million unvaccinated adults seen as persuadable, many of them under 30.
“We’re not just going to do the mass vaccination sites,” said Health and Human Services Secretary Xavier Becerra. “It’s door to door. It’s mobile clinics. We’re doing vaccinations at church, the PTA meeting, the barber shop, the grocery store.”
Officials have seized on a compelling new talking point, courtesy of the coronavirus. The potent delta variant that has ravaged India is spreading here. Now accounting for about 1 in 5 virus samples genetically decoded in the U.S., the more transmissible mutation has gained a foothold in Mountain West and heartland states. Many of those infected are young and unvaccinated.