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The latest marketing strategy to get more shots in the arms of Louisvillians includes a mobile billboard.

It’s going around several neighborhoods in west Louisville, from Shawnee to Parkland, encouraging people to get their shots.

“If we make it easier, if we educate, if we share information and build awareness is it possible that we can boost those rates,” said Dior Cotton, the Bold Goal Louisville Leader at Humana.

Cotten says the campaign idea was brought to Humana by Gov. Andy Beshear's office. The partnership also includes Jefferson County Public Schools, Louisville Metro Health and Wellness, and Norton Healthcare. It’s another way to meet people where they are... this time with advertisements at every corner.

“The governor was adamant about making sure west Louisville residents had access to vaccinations,” he said. “We've tried all different marketing strategies. The mobile billboard, actual billboard, grocery cart ads, door hangers, radio ads, so it's just been very grassroots.”

Cotten furthers the grassroots mentality by meeting directly with those citizens, who are predominately Black. She says with their COVID-19 risks and vaccine skepticism, resourceful messaging is key to putting people at ease.

“It helps them understand what to expect when they're getting vaccinated, what potential side effects and then how important it is to come back and get the second dose,” she said.

The billboard features names of local vaccine sites such as Whitney Young Elementary, as well as phone numbers to call and schedule appointments.

“We're really want to make sure that folks know there are other options too,” Cotten said. “They can still go to the Norton Healthcare site at the YMCA at 18th and Broadway and Dixie highway will have a location. We can help with those appointments.”

Statistics show 75% of people vaccinated at Whitney Young Elementary live in one of the 10 zip codes in west Louisville that the campaign is targeting. The advertisements aim to play a huge role in keeping those numbers steady, achieving health equity, and getting back to some normalcy.

“I think this experience has taught us how small the world is and I hope we all come out of it a bit more considerate and thinking of others in a different way,” Cotten said.

The vaccine site at Whitney Young Elementary will close on May 27. Humana is actively working with Norton Healthcare to host future pop-up clinics in west Louisville neighborhoods.

The mobile billboard will also be parked at food banks and churches in the area.

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