St. Joe’s Oakland Selected for Trinity Health’s COVID-19 Vaccine Social Media, Community Engagement Campaign

OAKLAND – Trinity Health is proud to announce the launch of It Starts Here, a $1.6 million COVID-19 vaccine campaign designed to engage community influencers. Twenty-four health ministries were chosen across Trinity Health for this campaign, including St. Joseph Mercy Oakland. The campaign’s goals are to accelerate local efforts to:

  • Build trust in the vaccine and community capacity to offer vaccine clinics.
  • Raise awareness and educate the public about the vaccine.
  • Offer vaccination in accessible locations, particularly for communities of color and those who are vulnerable, such as the elderly or homeless.

This exciting new campaign includes community health and well-being grant funding for local community-based organizations.  By engaging local influencers who represent the culture and ethnicity of the people in our communities we plan to improve access to COVID-19 vaccination and education.

“The It Starts Here campaign is an opportunity for Trinity Health to increase awareness and support local actions that will save lives,” said Julie Washington, chief marketing, communications and experience officer.

“COVID-19 has disproportionately impacted communities of color and those who are vulnerable,” added David Bowman, Director, Community Health & Well-being at St. Joseph Mercy Oakland.

“St. Joseph Mercy Oakland is committed to being a transforming and healing presence in the communities we serve, especially Pontiac. The It Starts Here campaign demonstrates this commitment.”

All Trinity Health regions are receiving grant funding with local Health Ministry funding levels ranging from $30,000-$75,000. Seventeen of the twenty-four ministries and nearly 80 percent of dollars awarded are supporting prioritized communities—defined as 40 percent non-white and/or Native American.

One hundred percent of grant dollars will be provided to community-based organizations to support community outreach activities, which run now through the end of the year and include, but are not limited to:

  • Community Champions providing door-to-door outreach/canvassing
  • Virtual Townhalls, community meetings with local experts
  • Coordinating outreach and vaccine events alongside food assistance organizations
  • Local social media influencers to provide vaccine information to their online followers
  • Telephone outreach to ensure patients are aware of local vaccination opportunities
  • Vaccine clinic scheduling and registration
  • Transportation to vaccine events
  • Mini-grants to community-based and faith-based organizations to engage in grassroots outreach campaigns
  • Interpreter services provided during vaccine clinics

Locally, Marketing and Communications has partnered with Community Health and Well-Being to make this campaign possible, using grants to fund local work. If you have any questions, please contact David Bowman at