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Inspiring Behavior Change for Sustainable, Healthy,
and Equitable Communities

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Using Social Marketing to create COVID vaccine intent and action in Washington State

  • 9 Jun 2021
  • 11:30 AM - 1:00 PM
  • On your computer using Zoom

Registration is closed

In this session you’ll learn from key members of WA State’s vaccine communications team about how they used social marketing to help build and implement Washington State DOH’s COVID vaccine campaign.  You’ll learn about how ongoing research has been infused in every step of the process, how the team used a combination of mile wide and mile deep strategies to reach priority audience groups and how they approaching overcoming hesitancy and other vaccine barriers now that the vaccine is widely available. The team will also share some key social marketing lessons that were learned along the way.

 Our Speakers

 Julie Colehour, Partner

Julie Colehour has helped hundreds of organizations with planning and implementing social marketing campaigns. She has also conducted social marketing trainings sessions with many organizations, including EPA, NOAA, Waste Management, Puget Sound Energy and the U.S. Department of Energy (DOE). In 2010, Julie co-led a six part series of webinars for the Consortium for Energy Efficiency on how to plan social marketing campaigns. Julie has helped EPA’s WaterSense program, the DOE’s Better Buildings Program and the Washington Department of Fish and Wildlife to create social marketing planning workbooks that are being used by partners and stakeholders to plan and implement social marketing campaigns for these programs. She led the charge in 2014 on the planning and implementation of two social marketing pilot programs for ENERGY STAR focusing on LED recessed can lighting. The results of these two pilots were presented at BECC and published in the Social Marketing Quarterly in 2015. Her strength lies in taking social marketing theory and turning it into practice in a way that spurs real, measurable behavior change for her clients.

Kristen Haley

 Kristen Haley has worked at the Washington State Department of Health since 2014. As a Health Educator, she has led more than a dozen social marketing campaigns on the topics of marijuana prevention, EVALI, and COVID-19. Kristen has served as elected Board Secretary for the Pacific Northwest Social Marketing Association since 2017. She believes in the power of social marketing to change behaviors and promote healthy and safe communities. 

Shireen Khinda - Senior Account Director, DH
Shireen is a communications consultant who leads projects throughout Washington State that engage directly with underserved populations, building value around the power of these communities. Currently, she oversees the Washington State Department of Commerce’s ABLE Savings Plan campaign and directs the community media outreach program for the Washington State Department of Health’s COVID-19 vaccine campaign reaching priority communities. Shireen and her team work with more than 120 community organizations serving LatinX, African American, Asian, Pacific Islander, Slavic, LBGTQ+ and disability communities and more. Her passion for building equity is also reflected in her efforts to make the communications industry itself more equitable. She participates in DEI leadership roles, including DH's own DEI Committee as well as the for the global IPREX network, working with other PR leaders to develop and promote inclusive practices among communications firms worldwide. For years, Shireen has worked to close gaps and create access through communications in industries including public health, transit and transportation, commerce and beyond.

Nico Archer - Vice President, DH

Nico is a digital and integrated communications branding and campaign strategist whose work has helped to improve the health and well-being of communities across Washington, especially amongst underrepresented populations. He has conducted outreach with and designed campaigns alongside tribal, LatinX, LGBTQ+, Slavic, faith-based, disability, rural and youth audiences for public health organizations, foundations and nonprofits, transit agencies and the private sector. Nico provides strategic counsel for Washington State Department of Health’s COVID-19 vaccine communications campaign, bringing together community leaders and community media to reach communities disproportionately impacted by COVID-19. Nico is inspired to create positive change by his personal experiences integrating his multicultural identities being Queer and first-generation Filipino-American. He is a current board member for Joya Child and Family Development, a Neurodevelopmental Center of Excellence serving children and their families with developmental delays and disabilities.




Pacific Northwest Social Marketing Association (PNSMA)

1011 Western Avenue, Suite 702

Seattle, WA  98104

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