A Community-Engaged Social Marketing Campaign to Promote Equitable Access to COVID-19 Services Among Latino Immigrants.

This article focuses on the Mejor Vive Sin Duda (Better to Live Without Doubt) social marketing campaign developed to address COVID-19 disparities among Latino populations with limited English proficiency in Maryland. The campaign combined culturally congruent social media outreach with community-based COVID-19 testing, vaccination, and navigation services provided by bilingual community health workers in partnership with local organizations. In its first year, the campaign reached over 305,000 individuals through paid advertisements and engaged nearly 10,000 unique website visitors, with survey data indicating that exposure to the campaign influenced vaccination decisions and improved understanding of how to access services. The intervention highlights the importance of culturally tailored messaging and community engagement in promoting health equity and overcoming structural barriers to care in underserved Latino communities.