December 8, 2024 marks the fourth consecutive year that our team has been the key coordinating partner of COVID-19 and Flu vaccine clinics at one of the most attended Catholic Churches in the region.
St. Peter’s church in Sun Valley, Nevada has well over 5,000 parishioners who travel near and far every Sunday to attend mass. Almost 100% of the attendees are Hispanic.
Flashback to 2021- Latinos in Washoe County, Nevada, faced significant challenges during the COVID-19 pandemic, experiencing disproportionate impacts due to systemic barriers and social inequities. Limited access to vaccines and rampant misinformation left many Latino families vulnerable, especially as many served as essential workers who couldn’t afford to stay home.
Our agency recognized early on that we needed to meet this community where they were to build trust and ensure equitable access to resources. Faith-based leaders became crucial partners in this effort, serving as trusted voices within their communities. By forming a key partnership with the Catholic Church in Sun Valley, we were able to hold vaccine clinics directly in a location they trusted, providing culturally relevant information and resources. This approach helped dispel misinformation, increase vaccination rates, and save lives during one of the most challenging times for this community.
«Meeting people where they are isn’t just a strategy at IC Media—it’s our foundation for building trust, breaking barriers, and driving meaningful change.»
Ivet Contreras, IC Media CEO”
Early on, we connected with Father Edgar from the parish, who had tragically lost his mother to complications worsened by COVID-19. The community initially showed hesitancy, rooted in fear and distrust of the government. However, as a non-government organization collaborating with local agencies, we were able to bridge this gap. Our position allowed us to build trust within the tight-knit community and successfully coordinate a vaccine clinic at the church, providing a safe and familiar space for those in need – and continue going back at the parishioners request.
Our first COVID-19 vaccine clinic on December 3rd, 2023 at St. Peter’s Church marked an incredible moment for IC Media, in collaboration with Northern Nevada Public Health (NNPH) and Community Health Alliance. Originally planned for 150 attendees, the event drew an incredible 450 participants, a turnout that underscored the strength of a culturally attuned, community-centered approach.
Strategic from the start, our choice of St. Peter’s Church and a Sunday event were not accidental; they reflected our commitment to creating genuine connections. Faith-based spaces often hold trust and familiarity, and this plays a crucial role in making residents feel comfortable accessing healthcare resources. By working closely with NNPH and CHA, we designed an experience that bridged service gaps for both uninsured and insured individuals, providing them with essential vaccinations in a space they know well.
Media played an essential role in the success of this event. Our bilingual campaign covered social media and local news, ensuring that information reached every corner of the community. This approach didn’t just drive attendance; it caught the CDC’s attention, earning our initiative a mention at their recent conference in Atlanta. For us, this recognition from the CDC highlights how impactful culturally relevant, bilingual media efforts can be for both community outreach and the eyes of our stakeholders.
Latinos de Nevada: Facebook Live from St. Peter’s COVID-19 vaccine clinics (link) (link)
KOLO: Local Catholic Church hosts Pfizer COVID-19 vaccine clinic
Our first event isn’t just a one-time success story. It’s a powerful example of how a multicultural, media-driven approach can break down barriers and foster trust. At IC Media, we’re committed to meeting communities where they are—on their terms, in their language, and with a deep respect for their culture. This event has set a new standard for us, and we’re excited to build on it as we continue to bring meaningful change to the communities we serve.