Boosting COVID-19 Vaccination Uptake Using Wastewater Surveillance

A social media vaccine communications campaign is deployed once increasing amounts of SARS-CoV-2 RNA are identified in the New York State wastewater surveillance network. The social media campaigns on Facebook, Instagram, and NextDoor social media platforms will run for 11 weeks. The campaign disseminates information about the wastewater surveillance network and vaccination (not COVID-19 specific) to residents in intervention counties. These social media platforms not only allow for quick and cost-effective exposure, but also allow for participation and interaction with participants. The campaign ads include a call-to-action link to the New York State wastewater surveillance network webpage which has information and links regarding vaccines for respiratory transmitted pathogens (COVID-19, influenza, and RSV) and how to schedule an appointment.