MEDA Receives Grants to Combat COVID-19 Vaccine Hesitancy, Creates Culturally Relevant “Tres Tías” Campaign for San Francisco Latinos

Christopher Gil
Associate Director of Marketing and Communications
Mission Economic Development Agency (MEDA)
(415) 282-3334 ext. 152


MEDA Receives Grants to Combat COVID-19 Vaccine Hesitancy, Creates Culturally Relevant “Tres Tías” Campaign for San Francisco Latinos
Ensuring the Latino community can make an informed decision about getting an initial vaccine

SAN FRANCISCO, Nov. 8, 2021The Mission Economic Development Agency (MEDA) has announced its has received a pair of grants to help mitigate vaccination hesitancy: a federal grant from the Health Resources and Services Administration (HRSA); and a grant from the National Association of County and City Health Officials (NACCHO). 

As in many regions of the United States, Latinos in San Francisco were disproportionately affected by the COVID-19 pandemic since they are often essential workers living in overcrowded conditions. Combatting hesitancy to get the COVID-19 vaccine is imperative to protect the community as we move toward equitable recovery.

Since the pandemic began, Latinos have accounted for between 35-50% of COVID-19 positive cases in San Francisco despite the fact that they represent only 15% of the city’s population. Additionally, Latinos in the Bay Area make up 31% of essential workers, according to data from the Center for Economic and Policy Research Analysis of the American Community Survey. 

Based on MEDA’s trust built with San Francisco Latinos, coupled with scientific facts from local medical experts, MEDA has created a culturally relevant outreach campaign for the Latino and immigrant community. The campaign features illustrated characters called the “Tres Tías” to communicate with Latinos via different communications channels as they are invited to get their initial COVID-19 vaccine. These aunts will offer advice so that Latino families can make the best medical decision for their families. Tías Esperanza (Hope), Milagros (Miracles) and Luz (Light) were created by Oakland-based illustrator Jo Rivers. The campaign hashtag is #TodosVacunados (“Everyone Vaccinated”).

Additionally, a group of promotoras (community outreach workers), trained by public health experts, will be disseminating information door to door, in educational sessions and by community members calling (415) 226-9345. The promotoras will also be providing guidance on where to get the vaccination. The “Tres Tías” campaign will collect important data to understand the health needs of Latinos in the Mission, as there is a goal to become a model of community outreach related to health within the Latino community.

“I believe this grant affirms our community-based organization’s position as a trusted health partner, which resulted from the deep civic infrastructure we have built over the years,” said Luis Granados, CEO of MEDA. “We are proud to be able to ensure equity around health, as we combat vaccine hesitancy.”

MEDA is carrying out these activities with trusted, Mission-based community partners: Felton Institute; Good Samaritan Family Resource Center; Instituto Familiar de la Raza; Jamestown Community Center; Mission Graduates; Mission Neighborhood Centers, Inc.; and Mission Neighborhood Health Center. Oversight is being provided by GM Consulting.

The grants’ outreach work will be conducted over the course of one year.


About Mission Economic Development Agency (MEDA)
Rooted in San Francisco’s Mission District, MEDA is advancing a national equity movement by building Latino prosperity, community ownership and civic power. We envision generations of Latino families choosing where to call home, thriving economically, succeeding in learning opportunities, and leading policy and social change toward a more equitable society.

NOTE: This project is supported by the Health Resources & Services Administration (HRSA) of the U.S. Department of Health and Human Services (HHS). The contents are those of the authors and do not necessarily represent the official views of, nor an endorsement, by HRSA, HHS or the U.S. Government. For more information, please visit

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