JW V HHS COVID Community Corps September 2021 02315

Obtained via FOIA by Judicial Watch Inc.
Become a Founding Member Today TRIS

NJVIP-19
eJIItlitiM'~ &t1,~
What is the COVID-19 Community Corps?
The COVlD-19 Community Corps is a program through the U.S. Department of Health and Human
Services and Centers for Disease Control and Prevention to share science-based information directly with
community organizations and Americans across tbe country to empower them to deliver messages in the
fight against COVlD-19 and share the importance of vaccinations in their community.
The mission of Commw1ity Corps

COVID-19 Community Corps wi U be an effort to galvanize tmsted messengers in local communities to
encourage people to get vaccinated. The program will provide toolkits and resources for Community
Corps members to organize within tbeiT networks, communities, and more to help build vaccine
confidence throughout the country. Community Corps members will receive weekly updates on the latest
scientific and medica) updates, FAQs about the vacci.oe, social media suggestions, infographics,
factsheets with timely~ accurate infom1ation, and tools on ways to help people get registered and
vaccinated
What are Community Corps members asked to do

• Become an official member of the COYID-19 Community Corps
• Participate in Share the Mic virtual events: This will include using your social platform to uplift
vaccine con fidence with health workers like doctors, nurses, pediatricians, and more. There will
be more official guidance on the program to come in the next few weeks.
• Collaborate and distribute Community Corps and We Can Do This Campaign content to yow·
networks. We will provide weekly emails with information and toolkits.
• ln the second wave of the program (May) develop and host events to sponsor/administer
vaccines. In addition, participate in virtual events such as townhalls. panels. concerts, etc. More
detail to come.
We ask you commit to all asks but understand ifyou would like to sign on as just a commu11ily corps
member.
Why is it important you join us?

We are at a. pivotal point in the pandemic-- getting Americans vaccinated as quickly as possible is the
path out of this crisis. But to be successful, people must be ready and wjlling to roll up their sleeves when
the vaccine is available to them. We recognize the importance of people across the country hearing from
local voices and trusted messengers on the safety and efficacy of COVlD-19 vaccinations. Cfhat's why the
Biden-Harris Administration and Department of Health and Hw11ru1 Services is working to partner with
trusted messengers like you to launch the COYlD-19 Community Corps.
Next Steps
We would be honored to have you become a founding member of the COVJD19 Community Corps.
Please respond to the email yom confinnation in being a member of om trusted messenger program .
Thank you all and we look forward to w.orking with you.
September Production 001

COVID 19 Community Corps Pitch TRIS

NJVIP-19
(41<Ut1Ml~ &ffi~
The Pitch Steps
When giving the pitch for the launch we surround it with three main asks:
l. Become a Community Corps Member

a. Community Corps will be a program through the U.S. Department of Health and Human
Services and Centers for Disease Control and Prevention to share science-based
information cbrectly with community organizations and Americans across the country to
empower them to deliver messages in the fight against COVlD-19 and share the
importance of vaccinations in their community. We believe that your team could help be
the effective trusted messenger we need to get all Americans vaccinated. By becoming a
community corps member, you are showing that you believe in the efforts of getting
everyone vaccinated. As a member, you will receive social media toolkits, fact sheets on
vaccines, and other tools needed to be fully knowledgeable on vaccination efforts.
2. Distribute Content
a. We ask that outside of being a comm11nity corps member that is receiving this
information that you distribute it to your network. We need to send out this information
to as many people as we possibly can. We will work with you and your teams to ensure
we provide the proper toolkits that are applicable/needed to your specific network.
3. Participate in Share the Mic Campaign
a. The idea behind our share the mic campaign is where we want to use your social media
platform and have a health worker use your network to educate them about vaccine
confidence. This could be a live stream, pre-planned video, social media posts, virtual
panels, and more! We wi ll oversee the matching of partners with om health workers and
make sure everyone is looped in on these pairs before confirmed.
b. Example to share: If a celebrity from NOLA wants to partake in getting their followers
educated on vaccines, we would pair them with a doctor fro m NOLA that has been
actively helping with the vaccination process. We would then schedule a live strean1
where the celebrity and doctor answer questions on vaccine hesitancy and more!
Wrap up your asks:
To wrap it up, we would love for you to be a founding member of community corps. We want you to be a
member, distributing content to your network on vaccine confidence, and participating in share the mic.
Could we get your commitment to be a founding member of a program that wi ll help get all Americans
vaccinated?
It is alright if they cannot commit to all three but we do want to try and get a yes on all three as much as
possible.
After the meeting
Following the meeting fill out the COVID Commun.ity Corps Tracker. Once you have finished all of your
confirmations on partners send the updated tracker or list of confirmed partners to
[email protected] . Please ensure the information con.tains: contact's name, email, number, and
status on being a part of CCC.

From: Donilon, Shawn <[email protected]>

Donilon, Shawn <[email protected]>;
Schake, Kristina (HHS/IOS) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/ cn=Recipients/cn =564fa9ed Sfe2444f91f5f51 be8aca 19b-Schake, Kri
To: <[email protected]>;
Bousbar, Sabrina (OS/ASPR/10) jo=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ cn=Recipients/ en =c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Subject: FW: NAB Board and HHS COVID-19 Community Corps briefing
Date: 2021/04/19 12:03:15
Start Date: 2021/04/22 16:00:00
End Date: 2021/04/22 17:00:00
Priority: Normal
Type: Appointment
Location: https:f/nab-org.zoom.us/j/82616766204?pwd=elh4bm1KMVBkYXZTRzJBZ1N2ZWpSUT09&from=addon
Attendees: Schake, Kristina (HHS/10S); Bousbar, Sabrina (OS/ASPR/10)
-----Original Appointment-----
From : Donilon, Shawn <[email protected]>
Sent: Monday, April19, 202111:51 AM
To: Donilon, Shawn; Current NAB Joint Board of Directors
Cc: Current NAB Joint Board of Directors Assistants; EVP Only; Wright, Karen; Hurford, Monica; Hubbard,
Rob; Beall, Lynn; Alexander, Ramona; LaPiatney, Pat; Downs, Ben; Kaplan, Rick; Krening, Crystal;
McCreery, Patrick; Santrella Salem Media, David; Chris Cornelius; Hulvey, Michael; York, Dan; Patrick,
Larry; Marshall, Libby; Goodman, Jimmy; Tarter, Michael; Adkins, Hartley; Barr, Emily; Wertlieb, Jordan;
Matheny, Sam; Harris, Roger (Chickasaw); Oakley, Ralph M.; Chase, Justin; Hanna, Dave; Lehman,
Michelle; Wilson, Christina; Dujuan, McCoy; Medina, Bert; Warshaw, Jeff; Bustos, Amador; Tobey,
Margaret; Harper, Melinda; Darrell Brown; LeGeyt, Curtis; McElveen, Bill; Bradley, David; Neuhoff, Beth;
Towns, Dianna; Foster, Flynn; Smith, Gordon; Soak, Perry; Ripley, Christopher; Carty-Sipp, April; McRae,
Patricia; Keenom, Sue; Wood, Christopher; Smith, Dian; Laven, Michele; Fox, Susan; Wharff, John;
Hamilton, Joanne; Pollack, Joshua
Subject : NAB Board and HHS COVID-19 Community Corps briefing
When: Thursday, April 22, 2021 4:00 PM-5:00 PM (UTC-05:00) Eastern Time (US &Canada).
Where: https:/ /nab-
org. zoom. us/j/82616766204 ?pwd=el h4bm 1 KMVBkYXZTRzJ BZ1 N2ZWp5 UT09&from =addon
Shawn Donilon is inviting you to a scheduled Zoom meeting.
Join Zoom Meeting

https://nab-org.zoom.us/j/82616766204?pwd=elh4bm1KMVBkYXZTRzJBZ1N2ZWpSUT09&from=addon
Meeting ID Jtb)tt3)
~=.===;---'
Passcode:fblto) p ne tap mobile
+130lt._~-)ltj_
~) _ _ _ _ _ _ _ _ _ ___,~ US (Washington DC)

Dial by your location

+1 301 b t(6} US (Washington DC)
Join by Skype for Business

https://nab-org.zoom.us/skype/82616766204
Sender: Donilon, Shawn <[email protected]>

( FYDIBOHF23SPDLT)/en= Recipients/ en =564fa9ed5fe2444f91 f5f51 be8aca 19b-Schake, Kri
Recipient: <[email protected]>;
Bousbar, Sabrina (05/ASPR/IO) /O=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/ en =c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Sent Date: 2021/04/19 12:03:15

To: Michael Lewan <[email protected]>

Subject: RE: Grammy + Musicares + Community Corps
Date: 2021/04/ 15 10:00:29
Prior-ity: Normal
Type: Note
Hi Michael. Sorry for the delay on my patt. Tt was a crazy week with the J&J news. Yes, attached are two
documents - an overview of the Community Corps and also a new program that we are announcing on
Monday called We Can Do This Live, which l told you a little about when we talked. We know from all
of our research that people become more confidence about the vaccine when they learn more about it
from doctors and have their questions answered. We are asking celebrities and organizations witb large
social followings to join us to pair them with a medical professional to do a social media interaction that
would reach their fan s and followers. Our medical experts don't have the platform that celebrities do and
this is a great way to bring that together and reach their fans with important vaccine info and get their
questions answered.
Would the Recording Academy be interested in being a founding member of We Can Do This Live with
us? We could put you in the press release on Monday and do a series of events with you going
forward . We can have Dr. Fauci, Surgeon General Murthy and others join your stars to do lnstagram or
Facebook Lives, or other fun ways to reach their fans.
We would love to work with you and are open at all ideas. Thanks so much for the call this week and
your openness to working with us to build confidence in the vaccines. Kristina
From: Michael Lewan <[email protected]>

Sent: Thursday, April15, 2021 9:51AM
To: Schake1 Kristina {HHS/IOS) <[email protected]>
Subject: RE: Grammy + MusiCares +Community Corps
Hi Kristina, following up on our call from earlier this week-do you have the materials to share for the
Community Corp partnership? I have briefed various departments, and we're all excited to get going on
next steps.
Michael
From: Michael Lewan

Sent: Thursday, April 8, 2021 2:03 PM
To: Schake1 Kristina {HHS/IOS) <[email protected]>; Matthew Bango
<[email protected]>
Let's lock in 2ET!

From : Schake, Kristina (HHS/IOS) <[email protected]>

To: Michael Lewan <[email protected]>; Matthew Bango <[email protected]>
[EXTERNAL]
How about noon or 2 pm ET on Monday?
From : Michael Lewan <[email protected]>

Sent: Thursday, AprilS, 20211 :57 PM
To: Schake, Kristina (HHS/IOS) <[email protected]>; Matthew Bango
<[email protected]>
Monday would be best from our workflow standpoint, we have an internal team mtg first thing Tuesday
so it wou ld be perfectly timed to have a readout and some initial marching orders to report. Then we
can more quickly kick into gear other departments, like marketing and membership, that might be
needed for collaboration on materials and outreach .
Michael

Sent: Thursday, AprilS, 202112:41 PM
To: Matthew Bango <[email protected]>
Cc: Michael Lewan <[email protected]>
Subject : RE: Grammy + MusiCares +Community Corps
[EXTERNAL]
Should we wait until Tuesday? It is f ine with me to wait an add it ional day. Any open windows then?
From : Matthew Bango <[email protected]>

Sent: Thursday, April8, 202110:13 AM
To: Schake, Kristina (HHS/IOS) <[email protected]>
Moving Daryl, Josh, and Georgeta to bee while we schedule this call.
Hi Kristina,
Happy Thursday! Unfortunately, Daryl's packed schedule on Monday is presenting a conflict on our end .
To avoid delaying this important conversation, Michael will represent the Academy on the call. We
apologize for the conflict.

With that being said, Michael has a fair amount of flexibi lity before 4p ET on Monday. Please let me
know what works best on your end and I will circulate a calendar invite. Should Michael call you directly
at (202)[b){6l 1
Thanks in advance,
Matt

Sent: Thursday, April 8, 2021 9:53 AM
To: Schake, Kristina (HHS/IOS) <[email protected]>; Peck, Joshua (HHS/ASPA)
<Joshua.Peck@hhs .gov>; Daryl Friedman <[email protected]>
Cc: Dragoiu, Georgeta (HHS/ASPA) <[email protected]>; Matthew Bango
<[email protected]>
Hi Kristina, Monday looks to be a good option. Matt, cc'd, will reach out to you to find a best time on
your end. Excited to speak further.
Michael
From : Schake, Kristina (HHS/105) <[email protected]>

Sent: Thursday, April 8, 2021 9:01 AM
To: Peck, Joshua (HHS/ASPA) <[email protected]>; Daryl Friedman
<[email protected]>
Cc: Michael Lewan <[email protected]>; Dragoiu, Georgeta (HHS/ASPA)
<[email protected]>
Subject : RE: Grammy + MusiCares +Community Corps
[EXTERNAL]
Thank you Josh. Hello Daryl and Michael. I would love t o set up a time t o talk to you more. Do you have
any time tomorrow or Monday? My cell is 202f bJ(6J po you have it. Thanks, Kristina
From : Peck, Joshua (HHS/ASPA) <[email protected]>

Sent: Wednesday, April 7, 202111:03 PM
To: Daryl Friedman <[email protected]>; Schake, Kristina (HHS/105)
<[email protected]>
<[email protected]>
Subject: Grammy + MusiCares +Community Corps
Kristina and Daryl,
I want to introduce the two of you . Daryl is the Chief Advocacy Officer for the Recording Academy
(Grammy). Kristina oversees the Administration's COVID-19 public educat ion campaign .

The Recording Academy and MusiCares are interested in joining the Community Corps- they'd like to
pass on information and social content to their thousands of musically talented members. The music
industry has been hard hit by COVID-19, so this has been central to their work over the last year, which
is why they are so motivated.
In addition to joining, given the profile and reach of many of their members, there may also be an
opportunity to engage some higher profile members directly, but I'll leave that to the two of you when
you connect.
JFAP
Recipient: Michael Lewan <[email protected]>
Sent Date: 2021/04/15 09:58:17
Delivered Date: 2021/04/15 10:00:29
Message Flags: Unread Unsent

Become a Founding Member Today
What is the COVID~ l 9 Community Corps?

The COVID-19 Community Corps is a program through the U.S. Department of Health and Human
Services and Centers for Disease ContTOl and Prevention to shate science-based infom1ation dil"ectly with
community organizations and Americans across the country to empower them to deliver messages in the
fight against COVID-19 and share the importance of vacci11ations in their community.
The mission of Community Corps

COVlD- I9 Corruuunity Corps will be an effort to galvanize trusted messengers in local communities to
encourage people to get vaccinated. The program will provide toolkits and resources for Community
Corps members to organ.ize within their networks, communities, and more to help build vaccine
confidence throughout the country. Community Corps members will receive weekly updates on the latest
scientific and medical updates, FAQs about the vaccine, social media suggestions, infographics,
factsheets with timely, accurate infonnation, and tools on ways to help people get registered and
vaccinated

• Become an official member of the COVID-19 Communi1y Corps
• Participate in Share the Mic viJtual events: Tlus will include using your social platform to uplift
vaccine confidence with health workers like doctors, nurses, pedi atricians, and more. There will
be more official guidance on the program to come in the next few weeks.
• Collaborate and distribute Commw1ity Corps and We Can Do This Campaign content to your
networks. We will provide weekly emails with infmmation and toolkits.
• ln the second wave of the program (May) develop and host events to sponsor/administer
vaccines. In addition, participate in virtual events such as townhalls, panels, concerts, etc. More
derail to come.
We ask you commit to all asks but understand if you would like to sign on as just a community corps
member.
Why is it important yon join us?

We are at a pivotal point in the pandem ic-- getting Americans vaccinated as quickly as possible is the
path out of this crisis. But to be successful, people must be. ready and willing to roll up their sleeves when
the vaccine is available to them. We recognize the importance of people across the country hearing tl·om
local voices and trusted messengers on the safety and efficacy of COVID-19 vaccinations. That's why the
Biden-Hanis Administration and Deprutment of Health and Human Services is working to pattner with
trusted messengers like you to launch the COVID- 19 Community Corps.
Next Steps
We would be honored to have you become a founding member of the COVID 19 Community Corps.
Please respond to the email your confirmation in being a member of our trusted messenger program.
Thank you all and we look forward to working with you.

A campaign to increase vaccine confidence while reinforcing basic prevention measures
HHS COVID-19 Public

Education Campaign
HHS COVID-19 Public Education Campaign

April 8, 2021
Goals
1 2 3
Educate Americans on how Build trust in the vaccines so Increase vaccine uptake by
they can protect themselves more American are ready to educating Americans about
and slow the spread of COVID take them how and where to get
-19 vaccinated
HHS COVID-19 Public Education Campaign 2

-- -
- --- - - - - - - - - - - - - - -
i
1
Public Education Campaign will build vaccine

confidence through five core elements
• Research shows that trusted messengers are Paid media
the most effective tool with the most hesitant
groups. Therefore, our largest effort will be on Earned
empowering them to carry the message and media
to fund grassroot efforts on the ground.While
important, paid media is only a small portion Trusted
of our overall program. We will also have a
robust digital and earned media strategy that Digital
strategy
••• messengers +
community
organizations
includes efforts from across the government,
and will work closely with the private sector to
promote public education messaging and to
take actions that encourage vaccination .
Private sector
engagement

Paid Media Campaigns

Our paid media creative will be phased to match the expected supply and demand of the vaccine, as well as the
information Americans are looking for. This will be tailored to fit specific audiences.
Slow the spread Preparing the nation Vaccination (Wave 1)

Run March -April Target hardest-hit Run March- July Target adults age Run April - MayTarget adults across
communities by cases and 18+ actively searching for demographic groups, with emphasis
demographicsHighlight new COVID- information on or curious about on 65+ population and
19 variants as a reason to continue vaccineAnswer top questions about hesitancyBuild confidence and
wearing a mask, keeping distance, the vaccines.Run online-only in remind vaccine-ready individuals to
and getting vaccine in-turnUse English and Spanish, through paid get vaccinatedUse all channels
radio, social , print, and digital (no TV social , digital display, and search including TV, radio, print, out-of-
component) engine marketing home ads (e.g., billboards), social,
and digital

Total Market
WE
CAN
DO
THIS
Don~ let your guard Learn More

or your mask down.

Hispanic U.S. Department of Health and

Human Services 0
Sponsored · 0
Debemos seguir usando mascarillas, mantener

Headline:Ni un paso atras contra el COVID y otras
una distancia de 6 pies de otras personas y evitar
variantes del virus.
multitudes. Ayudemos a frenar Ia propagaci6n del
COVID y de otras variantes del virus. Cuando sea
Not one step back against COVIO and new forms of the virus. nuestro turno ja ponemos Ia vacuna!
Full post copy:Vacunate cuando sea tu turno. Sigue usando mascarillas,

manten 6pies de distancia y evita multitudes para ayudar a frenar Ia
propagaci6n del COVID y de otras variantes del virus.
When your turn comes, get vaccinated. Wear a mask, stay at least 6 feetaway from other
people, and avoid crowds to help slow the spread of COVIO and new forms of the
virus.Below Photo:Frenemos Ia propagaci6n del CO VIOLet's slow the spread of COVIO
cdc.gov/coronavirus-esFrenemos Ia
propagaci6n del COVID
r') Love n Comment
Black I African American

American Indian I U.S. Department of Health and

Human Services &
Alaska Native I'm waiting my turn to get the vaccine, and I

don't want to take any chances in the meantime.
Wearing a well- fitted mesk, avoiding crowds, and
soci al d istancing will help me stay safe against
new forms of the virus. Mask up. Keep six feet
apart. Get vaccinated when it's your turn.
Headline:l continue to do my part for all our

people.Full Post copy: I'm waiting my turn to get the
vaccine, and I don't want to take any chances in the
meantime. Wearing a well- fitted mask, avoiding
crowds, and social distancing will help me stay safe
against new forms of the virus. Mask up. Keep six
feet apart. Get the vaccine when it's your turn.Learn
more at cdc.gov/coronavirus
Help slow the spread. [ LEARN MORE )

c
rb ll O Comment
)n Campaign
AAPI {Mandarin)
English Chinese
SourceHeadline: SimplifiedHeadline
New forms of =~~xtm li5tfltl~
the virus, same
ftgbtlt's been a long year of
change. And now, even COVID
•
Body:l!:m:~*~-~. ifffJJ».rff.tJ!COVIDfl
~&WJJ».7~1t. ~~~~~-~ft~3~~
is changing-with new forms of Mo ~ ffliPJT~ AmJt)iUiCOVIDJ(g~~'L'.
the virus called variants that *~~~~0~-~~m••~. ~~••c
may spread more easily. But •,~~~~R~~~m•. *«~~~~~
one thing is the same: our t$iliJ{t fi~~-, ~ffJ&t~M=f-a!&Jft~·o
determination to help slow the
spread of COVID. If we remain
vigilant and continue what CTA:7MJ!~. if..l:.
we've been doing-wearing cdc.gov/coronavirus
masks, keeping 6 feet apart, and
getting vaccinated when it's our Disclaimer:J?..l..I:.~W.EBHHS~III.E~&~~!Il
turn-
· we can beat this virus ~$tli#to
together.
CTA:Learn more at
cdc.gov/coronavirusDisclaimer: Br
ought to you by the U.S.
Department of Health and Human
Services

Wave 1 Vaccination TV Ads

I
Draft for Discussion Purposes Only/Pre-decisional HHS COVID-19 Public Education Campaign
11
We Can Do This ~"~ =:-Eolk- Campaign VIsual Guidelines and Atlwork
Cam.,._.n RHOurcea 6
Toolk.itt
• Join the campaign!Download the campaign

mark and visual guidelines at:
WeCanDoThis.hhs.govlncorporate the mark into
your own advertisements, packaging , and
COVID signage . Show your connection to the
national effort to slow the spread of CO VI D-19
and build confidence in the vaccines

Ways to Get Involved

• Include We Can Do This and vaccine messaging in point-
of-purchase and in-store promotionsPiace We Can Do
This and vaccine messages on productslnclude
vaccination information in your direct customer outreach
programsDonate paid advertising to vaccine
awarenesslnclude vaccine messages in your paid
advertisements Request that your paid influencers to
dedicate channels to vaccine content for a 1-week,
focused windowWork vaccine messaging into your
sponsored eventsPromote vaccine messages through
your loyalty programs

Trusted Messengers Matter

In-community messengers are essential for the most hesitant audiences
• Effectively deliver messages and strategiesValidate the credibility of
informationAddress mis- and disinformation Help create a feedback loop for
addressing questions and concernsBridge the gap between healthcare
providers and patients Examples of trusted community messengers:
w ,; :e:
... JL e
-
••• ~·1>
~
t~
• •
Community
'l®
Pharmacists Nurses
&&&
Faith Leaders
Health Workers HHS COVID-19 Public Education Campaign 15
COVID19 Community Corps (CCC)

COVID-19 Community Corps will be an effort to galvanize
trusted messengers in local communities to encourage
friends, family, and neighbors to get vaccinated. The
program will be to provide toolkits and resources for
Community Corps members to organize within
their organizations, communities, and more to help build
vaccine confidence throughout the country. Community
Corps members will receive weekly updates on the latest
scientific and medical updates, talking points about the
vaccine, social media suggestions, infographics, factsheets
with timely, accurate information, and tools on ways to help
people get registered and vaccinated.

Our Partners Include

Public Health & Medical NationNational Bar AssociationNextGen
OrganizationsAmerican Medical AmericaTrans Latin@
AssociationCOVID CollaborativeSports &
EntertainmentNASCARWWEAna
Navaro*George Lopez* Rural
LeadersAmerican Farm BureauAmerican
Red CrossUnion & Organized Labor
LeadersSEIU Latinx LeadersUNIDOSBiack
LeadersBiack Coalition Against
COVIDNAACPAAPI LeadersAssociation of
Asian Pacific Community Health
Organizations (AAPCHO)IMPACTNative/Trib
al LeadersCenter for Native American
YouthVeteransDisabled American
Veterans Business LeadersMinority
Business RoundTableUS ChamberFaith
LeadersFaith and Community Empowerment
American Muslim Public Health
Professionals Community LeadersCivic
~designates an individual that signed on to be a part of COV/D-19 Community Corps

Vaccine enthusiasm increasing

cO.. Vaccination enthusiasm among key demos Audiences
<l><C
J5 ~yo%
79% • December
~~So%
ro ...... 1. Every American including paid
.c. ro ,. • March
>.
<1> (.)
.S 709-o
61% ot% media in 8 languagesFocus on
£ ~60% ss% vaccine hesitant populations
>.>
ro ........ o~
CJ) <1> SO ; o 46%
0 C)
~ ~40%
0
~ 330%
ro L-
.~ 0 20%
L-'0
<1> <1>
E 10 10%
<( c
a·u (.)
o%
~ro
0 >

Total Market
tmm
DID Did You Know?
All COVID vaccines are available at
YOU no cost when it's your turn to get vaccinated.
KNOW?
ALL WHEN IT'S

YOUR TURN
COVID TO GET
VACCINES VACCINATED.

PECPlan
April19 - May 31
APRIL
POTUS April 19 - 30
o MSNBC / T elemundo Town H all - date TBD
VP April 19 - 30
o Conversation with Yara Shabidi
o Video with Black heahhcare and nursmg home workers
Other Confirmed Activities April 19 - 30

o April15: Announce Share the Mic program with major celebrity names (Michelle
Obama, Kerry Washington, Eva Longoria)
Major PEC Projects in April

o Vaccine engagement package to all entertainment talent and management agencies-
Kristina & Adrian
o Vaccine engagement package to all media companies and show producers -Kristina
& Mariel
o Outreach to m ajor culture event producers - Kristina & Adrian
o Outreach with WCDT brand and engagement ideas to major businesses and
associations- Kristina & Zach
o Launch Community Corps Business Chapter - Kristina & Zach
o Start celebrity Share the Mics- Kristina. Adrian & Clarke
Other Press to be Scheduled for April 19 - 30

o Dr. Choucair interview on Onivision Despietta America (rescheduled)
o Dr. Choucair interview with LBCI (Lebanese Broadcasting Corporation
o Dr. Choucair interview with BBC News
o Dr. Nunez-Smith interview on the iHeartRadio Public Affairs Show
o Dr. Nu nez-Smith on NPR All Things Considered
o Press call with Dr. Collins and Dr. Corbett on COVID vaccines and pregna ncy
o Dr. Nunez-Smith with Ibram Kendi
o Dr. Fauci with Complex

Other Digital to be Scheduled for April 19 - 30

o Michelle Obama Share the Mic (approved, waiting for date)
o H1spanic Share the Mic
o You:ng Americans Share the Mic
o Conservative Americans Share the Mic
MAY
POTUS May 1 -31

o May 8: Global Citizen Concert Message (proposed, could be pre-taped)
o Late night hosts vaccination video
o "State of the Pandemic" You Tube Town Hall
VP May 1- 31
o BET I HBCU town hall special with the VP and medical experts to answer students'
questions
o Roundtable with national radio broadcast hosts: Senator Kamala Harris hosts
roundtable with national radio broadcast hosts: Steve Harvey, D L Hughl ey,
Charlamagne The God, Ebro
Other Confirmed Activities For May

o Opr:ah OWN Townhall with Dr. Fauci- first week of May
Major PEC Projects in May

o Schedule entertainment talent and management agencies briefings - Kristina &
Adrian
o Work with media companies and show producers on vaccine messaging - Kristina &
Marie!
o Continue outreach with WCDT brand and engagement ideas to major businesses and
associations - Kristina & Zach
o Continue celebrity Share the Mics - Kristina, Adrian & Clarke
Other Digital T o Be Scheduled For May

o President Obama Share the Mic (proposed, waiting approval )

o President Obama NBA Townhall (proposed, waiting approval)
o President Obama visit to mass vaccination site (proposed. waiting approval)
o National Farm Broadcasters Backgrounder with Vilsack and medical ex.1Jert
ADDITIONAL IDEAS TO BE CONSIDERED
Digital Media
o Produce HHS question-and-answer videos featuring local Black doctors discussing

the vaccines, how they work. and why the public should get vaccinated.
o Request that T om Brady create a video with his parents encouraging vaccination (his
parents had COVID last year and he has talked about their tough recovery).
o Create custom partnerships with the social media platforms with algorithms to hit this
audience.
o Launch Hollywood comedy writers video content.
o Work with Genius and ATTN on a video series that highlights questions and
misconceptions about the vaccine and the facts.
o Create a TikTok #PassTheMi c campaign; lau nch with major influencers to begin the
senes.
o Create a photo backdrop I social media kit to be used at vaccination sites for people
to celebrate with the We Can Do This campaign after receiving the shot.
o Create a "rivals" social media campaign of unexpected pairings of Americans
encouraging each other to get vaccinated (ex: Nicki Minaj I Cardi B. Britney I
Christina, James Bond I Jason Bourne) and encourage user generated content to join.
o Work with YouTube on an original special about vaccinations targeted to yonng
people (similar to the YouTube's Dear Cal/ of2020special).
o Dr. Eiden and Dr. Walensky to host a Kids Blogger Roundtable to answer kids'
questions about the pandemic and the vaccine with outlets (ex: Time For Kids. Time
Out Kids, Scholastic. Girls Life, Now This Kids~ Sports Illustrated Kids).
o Work with Instagram to produce a series about vaccines for @Instagram (the largest
social media account in the world, 387 million followers). Feature young creators
doing in-depth pieces about young people's questions. Request a Stories Highlight
on Vaccines on @lnstagram to stay on the account through 2021.

o Request major TikTok, Snapchat and Instagram influencers to create videos of

themselves being vaccinated and start a special campaign of funny and/or musical
vid eos about being vaccinated to encourage others to create content and post.
EamedMedia
o Vice President Harris weekly Black radio and/ or stakeholder event.

o Work with Hispanic entertainment outlets to get vaccination storylines into scripted
shows and gameshows.
o Request a vaccination special on Christian Broadcast Network feature Evangelical
leaders.
o Request that the major live TV entertainment shows feature hosts being vaccinated
on air (ex: the hosts of The Voice).
o Request that the TV morning and daytim e talk shows feature special vaccination
reunion moments with everyday Americans talking about what this means to them
(ex: hugging grandma for th.e first time) .
o Convene an editorial meeting with the publishers of Catholic newspapers and
newsletters across the cou ntry (ex: America lvfagazine, Floridti Catholic, Tl1e CatlJOiic
Spirit. The Tabler) .
o Dr. Biden interview with Chip and Joann a Ga ines for kfagnolia.
o Request vaccination specials with BET. The Undefeated. Desus & Mero, Sneaker
Shopper. Hot Ones.
o Request a vaccination special with Christian Broadcasting Netflix and Evangelical
leaders.
o Place a trusted messenger on the joe Rogan Show and Barsrool Sports to promote
vaccination (work with outside expert to identify who will be most effective)
Partnerships
o Request that the Small Business Association host a members' meeting with Dr. Fauci.
o Request a co-branded We Can Do This effort with Walmart for videos and info
sources for in-store screens, point of purchase displays and info in the pharmacies.

o Work with the Chamber of Commerce and BRT to provide Chief Marketing Officers
with guidance on how to work We Can Do Tllis into their branding and paid media
work and employee communications.
o Work with NFL, NASCAR. MLB. CMA to request they create content with their
talent and release through their broadcast and social channels. Also create a "Share
the Mic" program where their talent elevates public health voices.
o Work with aU major sports leagues to send vaccination information to ticket holders.
o Work with ESPN for hosts to provide vaccination information.
o Partner with Disneyland Parks for vaccination events when the amusement parks
reopen.
o Work with the Hollywood guilds to work vaccination messaging into scripted and
reality TV shows (ex.: ·writers Guild, Directors Guild).

From: <[email protected]>
To: Michael Lewan <[email protected]>
Subject: Re: Grammy + MusiCares + Community Corps
Date: 2021/04/17 10:51:26
Priority: Normal
Type: Note
Evaluation Only. Created with Aspose.HTML. Cop}'light 2013-2020 Aspose Pty Ltd.lease may
be moved to Tuesday. I will let you know as soon as I know for sure. 1 really look forward to
working with you on this program.
Sent from my iPhone
On Apr 17, 2021, at 10:43 AM, Michael Lewan <[email protected]>wrote:
Happy Saturday! We have approval on our end, and can be listed in the press release on Monday
as Recording Academy.
Please let me know if you need anything else before then, otherwise we can touch base during
the week on next steps.
On Apr 15, 2021 , at 4:52PM, Schake, Kristina (HHS/IOS) <[email protected]>wrote:
[EXTERNAL]
Thank you Michael!

Sent: Thursday, April15, 2021 4:26 PM
Subject: RE: Grammy + M1.1siCares + Community Corps
Plenty oftime! W ill let yo1.1 know what our top level says

Sent: Thursday, AprillS, 20211:06 PM
To: M ichael Lewan <[email protected]>
Subject: RE: Grammy + MusiCares +Commun ity Corps
[EXTERNAL]
I realize we came to you late - we just started putting together the program now. Over the weekend would
be fme, or even Monday morning.

From: Michael Lewan <[email protected]>

Sent: Thursday, April15, 202112:59 PM
To: Schake, Kristina {HHS/105) <[email protected]>
Thanks so much! When is your internal deadline to be included in t he press release? We1 11 strive to get
the official clearance f rom our CEO based off your needs.
From: Schake, Kristina (HHS/105) <[email protected]>

To: M ichael Lewan <[email protected]>
[EXTERNAL]
Hi Michael. Sorry for the delay on my part. Jt was a crazy week with the J&J news. Yes, attached are two
documents -an overview of the Community Corps and also a new program that we are announcing on
Monday called We Can Do This Live, which 1 told you a little about when we talked. We know from aU
of our research that people become more confidence about the vaccine when they learn more about it
from doctors and have their questions answered. We are asking celebrities and organizations with large
social followings to join us to pair them with a medical professional to do a social media interaction that
would reach their fans and followers. Our medical experts don't have the platform that celebrities do and
this is a great way to bring together stars' incredible reach and in1luence with medical experts to provide
important vaccine info and get fans' questions answered.
Would the Recording Academy be interested in being a founding member of We Can Do This Live with
us? We could put you in the press release on Monday and do a series of events w ith you going forward.
We can have Dr. Fauci, Surgeon General Murthy and others join your stars to do 1nstagram or Facebook
Ltves, or other fun ways to reach their fans.
We also have an overall campaign, We Can Do This, that encourage people to get vaccinated. We would
love to have you use that brand and campaign resources in any way. We could work together on social
media videos, or any other activities to reach your artists fans.
We would love to work with you and are open at all ideas. Thanks so much for the call this week and
your openness to working w ith us to build confidence in the vaccines . Kristina

Sent: Thursday, April15, 20219 :51 AM
To: Schake, Kristina (HHS/105) <[email protected]>
Hi Kristina, following up on our call from earlier t his week-do you have t he materials t o share for the
Community Corp partnership? I have briefed various departments, and we're all excited to get going on
next steps.

Michael
From : Michael Lewan

To: Schake, Kristina {HHS/IOS) <[email protected]>; Matthew Bango
<[email protected]>
Let's lock in 2ET!

To: Michael Lewan <[email protected]>; Matthew Bango <[email protected]>
Subject: RE: Grammy + MusiCares +Comm unity Corps
[EXTERNAL]
How about noon or 2 pm ET on Monday?
From : M ichael Lewan <[email protected]>

Sent: Thursday, April 8, 20211 :57 PM
To: Schake, Kristina {HHS/IOS) <[email protected]>; Matthew Bango
<[email protected]>
Monday would be best from our workflow standpoint, we have an internal team mtg first thing Tuesday
so it would be perfectly timed to have a readout and some initial marching orders to report. Then we
can more quickly kick into gear other departments, like marketing and membership, that might be
needed for collaboration on materials and outreach .
Michael
From: Schake, Kristina (HHS/IOS) <[email protected]>

Sent: Thursday, April 8, 202112:41 PM
To: Matthew Bango <[email protected]>
[EXTERNAL]
Should we wait unti l Tuesday? It is f ine w ith me to wait an additional day. Any open w indows then?
From : Matthew Bango <[email protected]>

To: Schake, Kristina {HHS/IOS) <[email protected]>
Subject: RE : Grammy + MusiCares +Community Corps

Moving Daryl, Josh, and Georgeta to bee while we schedule this call.
Hi Kristina,
Happy Thursday! Unfortunately, Daryl's packed schedule on Monday is presenting a conflict on our end .
To avoid delaying this important conversation, Michael will represent the Academy on the call. We
apologize for the conflict.
With that being said, Michael has a fair amount of flexibility before 4p ET on Monday. Please let me
know what works best on your end and I will circulate a calendar invite. Should Michael call you directly
at (202) fbl{61 r
Thanks in advance,
Matt

Se nt: Thursday, April 8, 2021 9:53AM
To: Schake, Kristina (HHS/IOS) <[email protected]>; Peck, Joshua (HHS/ASPA)
<[email protected]>; Daryl Friedman <[email protected]>
Cc: Dragoiu, Georgeta (HHS/ASPA) <[email protected]>; Matthew Bango
<[email protected]>
Hi Kristina, Monday looks to be a good option. Matt, cc'd, will reach out to you to find a best time on
your end. Excited to speak further.
Michael

Sent: Thursday, April8, 2021 9:01AM
To: Peck, Joshua (HHS/ASPA) <[email protected]>; Daryl Friedman
<Daryi [email protected]>
<[email protected]>
[EXTERNAL]
Thank you Josh. Hello Daryl and Michael. I would love to set up a time to talk to you more. Do you have
any time tomorrow or Monday? My cell is 202f bX6 l lo you have it. Thanks, Kristina
From : Peck, Joshua (HHS/ASPA) <[email protected]>

Se nt: Wednesday, April 7, 202111:03 PM
To: Daryl Friedman <[email protected]>; Schake, Kristina (HHS/IOS)
<[email protected]>

<[email protected]>
Subject: Grammy + MusiCares +Community Corps
Kristina and Daryl,
I want to introduce the two of you. Daryl is the Chief Advocacy Officer for the Recording Academy
(Grammy). Kristina oversees the Administration's COVID-19 public education campaign.
The Recording Academy and MusiCares are interested in joining the Community Corps- they'd like to
pass on information and social content to their thousands of musically talented members. The music
industry has been hard hit by COVID-19, so this has been central to their work over the last year, which
is why they are so motivated.
In addition to joining, given the profile and reach of tnany of their members, there may also be an
opportunity to engage some higher profile members directly, but I'll leave that to the two of you when
you connect.
JFAP
Sender: <[email protected]>
Recipient: Michael Lewan <[email protected]>
Sent Date: 2021/04/17 10:51:25
Delivered Date: 2021/04/17 10:51:26
Message Flags: Unsent

Bousbar, Sabrina (OS/ASPR/IO) /o=Exchangelabs/ou=Exchange Administrative Group

To: (FYDIBOHF23SPDLT)/cn=Recipientsjcn=c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Subject: RE: Started Working On
Date: 2021/03/20 19:53:47
Priority: Normal
Type: Note
Sabrina, this is awesome! Thank you so much for the time and thought you put into this. As we
discussed, I have no idea how to use a Dell so rather than editing the document, I made a few notes
below on small edits to the sections below. It would be great for you to send both of these to the other
email chain as a next step.
(hH5 t
From : Bousbar, Sabrina {OS/ASPR/10) <[email protected]>

Se nt: Saturday, March 20, 2021 4 :30 PM
Subject: Started Working On
Good Afternoon-
Attached are the two documents I have created for Community Corps tracking. Let me know your
thoughts on the plan and tracker. I can send it over to the other email chain too after you have looked at
it. I highlighted 19 that I thought would be best and we can narrow to 10-15 but may be best to reach
out to 19 assuming some may not get back to us in a timely manner?

let me know your thoughts and anything else I should do. Thanks!
All the best,

Sabrina Bousbar (she/her/hers)
Special Assistant for COVJD Response
U.S. Department of Health and Human Services
Cell: 202fbl(6) I [email protected]
Bousbar, Sabrina (05/ASPR/IO) /o=Exchangelabs/ou=Exchange Administrative Group

Recipient: (FYDI BOHF23SPDLT)/ en= Recipients/ en =c3b36fcca26340edb30d5318295d8da7 -Bousbar, Sa
<[email protected]>
Sent Date: 2021/03/20 19:34:25
Delivered Date: 2021/03/20 19:53:47

Page 042 10 ~ge 055
Wot11helll pur9Jal"l! to e>:empllon Obtained via FOIA by Judicial Watch Inc.

ib)\51
of the Freeoom ct lnfvrmanon Act

COVID-19 National Public Ed ucation Campaign

We Can Do This Engagement: Entertainment Industry
The U.S. Department of Health and Human Services (HHS) launched a national public
education campaign, We Ca11 Do This, to increase confidence and uptake in the COVID-19
vaccines and encourage continued prevention measures, including mask wearing and social
distancing. Through the nationwide effort of consistent, fact-based public health messaging, the
campaign is designed to help Americans make informed decisions about their health and
COVID-19 to protect themselves and their communities.
We have reached a critical point in the pandemic- getting Americans vaccinated as quickly as
possible is our path out of this crisis. To be successful, Americans need to be ready and willing
to roll up their sleeves when the vaccin e is available to them. We recognize the importance of
Americans hearjng from trusted messengers about the effectiveness and need to be confident
when it is their turn to receive the vaccine. We are asking everyone to help us end the pandemic
by reaching out to their com munities to encourage vaccine confidence.
How We Can Help You Do Vaccine Outreach

We know from research that Americans gain confidence in the vaccine when they learn about it
from people they know, recognize, and trust - including their favorite artists, athletes, and
entertainers. HHS is a resource to connecting influential individuals and organizations with
medical experts, the latest scientific information, data, infographics, and any other resource you
need to reach out to your customers and employees to build trust in the COVID-19 vaccines.
Why Use the We Can Do This Campaign?

HHS's national campaign's call to action, We Can Do This, is designed to encourage the country
to rally together with a hopeful, unifying message that emphasizes the power we all must protect
ourselves and our communities through increased vaccination to end the pandemic. All the
campaign's resources and brand are available to be used by any organization that is focused on
building vaccille confidence. Here are several resources and there are more on th e We Can Do
This website -
• Brand resources and guideline, go here.
• We Can Do This Campaign Toolkit, go here.
• Recent Ads from the Campaign, go here.

Join HHS's COVID-19 Community Corps

The COVID-19 Community Corps is a nationwide, grassroots network of voices 1>eople know
and trust to encourage Americans to get vaccinated. More than three hundred key organizations
and thousands of individuals are joining tbe ranks every day t o help increase vaccine confidence
and timely vaccination against COVlD-19 in their communities. HHS provides all Corps
members with regular, timely public health information via a range of activities, from weekly
emai ls, to local and national evenls. to sharable social media and digital content.
Over the coming months, the COVlD- 19 Public Education Campaign T eam at HHS along with
the COVlD-19 Response Team at [he White House will be working together with prominent
members of the COVID -19 Commu nity Corps- organizations with large social followings,
celebrities and influencers - to host conversat1ons with our national public health experts as well
as local medical professionals to ansvver direct questions about COVlD -19, the vaccine. and
provide our target audiences with the information they need to ultimately decide to get
vaccinated. These engagements will constitute our We Can Do This: LJ've progTam and will allow
us to reach into targeted communities. Our goal will be to communicate directly and plainly with
the American public in the places where they consume content online: via content creators,
podcasters, Facebook groups, and more.
Ways You Can Help the COVID-19 Community Corps

• Become a member of the COVID- 19 Community Corps to receive information, sign up
here .
• Collaborate and distribute COVID-19 Commun ity Corps and We Can Do This
Campaign content to your networks.
o We Can Do This Toolkit
o Promoting your network to receive the weekly emails, here.
• Promote or host our COVID-19 Community Corps We Can Do This: LJ've Event Series
• Host your own events on COVlD-19 vaccine confidence or work with us to coordinate
ways to use your platform to help uplift vaccine confidence.
Specific Ideas on Ways the Entertainment Industry Can Help Build Vaccine Confidence
• Provide talent with information needed to join and support the We Can Do This
campa1gn.
• Connect talent with the resources needed to create engaging content that increases
vaccine confidence.

• Tntegrate We Can Do This into scripted and unscripted programming, if and when
possible.
• Allow characters from scripted progranu:ning to be used in high-quality content
promoting vaccine confidence.
• Donate production resources to expanding vaccine awareness .
• Work with talent to provide ''giveaway experiences" (e.g. fan meet-and-greets) for those
who are vaccinated.
• Amplify artists social media posts on vaccine safety and receiving their vaccine. Lead your
teams or network to also post on social media about receiving their vaccine and the
importance of being vaccinated.
• Work with formal and informal artist networks to expa nd participation in the We Can Do
This Campaign.
• Help artists who rely on live events for their art and livelihoods convey the message that
the sooner everyone's vaccinated, the sooner we can have concerts and shows again .
Contact Us
We are here to be a resource to all organizations working to increase confidence in the COVlD-
19 vaccines. For more information, please visit our webs ite wecandothis.hhs.gov/ or contact us
directly.
Kristina Schake
HHS COVID-19 Public Education Campaign Director
Krisitina.schake@hhs. gov

Murthy, Vivek (HHS/OASH) /o=Exchangelabs/ou=Exchange Administrative Group

(FYDIBOHF23SPDLT)/cn=Recipientsjcn=79d446b2c25f4539a0c04237a1c1967c-Murthy, Viv
<[email protected]>;
Fauci, Anthony (NIH/NIAID) [E] /o=Exchangelabs/ou=Exchange Administrative Group
FYDIBOHF23SPDLT)/ cn=Recipients/ en =82696Sb24a314ffca7eddcb6e8229aa 7-anthony. fau
lb\(6\ @niaid.nih.gov>;
To: Collins, Francis (NIH/OD) [E] /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/cn= Recipients/ en =4bd4f570bdcb43f2800bf986fa40d75f-francis.col
~hl<Bi jlod.nih .gov>;
bJI6l tilostp.eop.gov>;
Walensky, Rochelle (CDC/OD) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/cn=Recipients/ en =aae20aeeafcf48b19fcdc03ce729e6e5-rochelle. wa
!lh)(R\ t\lcdc.gov>
Sams, Ian (HHS/ASPA) fo=Exchangelabs/ou=Exchange Administrative Group

( FYDIBOHF23SPDLT)/ cn=Recipients/ en =486e1c5f2f544391bfd4b50abc329b44-Sams, Ian
cc· <[email protected]>;
• Bousbar, Sabrina (OS/ASPR/10) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/C:n=Recipients/ en =c3b36fcca26340edb30d531829Sd8da7-Bousbar, Sa
<Sabrina. [email protected]>
Subject: Community Corps
Date: 2021/03/31 09:02:40
Priority: Normal
Type: Note
Thank you for your time yesterday to discuss the public education campaign' s latest
announcement. Attached is the list of the Community Corps members we will announce
tomorrow moming via press release tl-om the White House, foiJowed by a virtual event with Vice
President Harris and Dr. Murthy at 9: 15 am.
Please let us know if there are groups not included in our original membership list that you
would like us to reach out to today with an invitation. This list is just our original membership -
we intend to build it over the coming months - but do not want to miss any imp01iant groups foT
the announcement tomorrow.
Thank you again, Kristina
Sams, Ian (HHS/ASPA) /o=Exchangelabs/ou=Exchange Administrative Group

(FYDIBOHF23SPDLT)/cn=Recipients/ en =486elc5f2f54439lbfd4b50abc329b44-Sams, Ian
( FYDIBOHF23SPDLT)/cn= Recipients/ en =c3b36fcca26340edb30d5318295d8da7 -Bousbar, Sa
( FYDIBOHF23SPDLT)/cn=Recipients/ en= 79d446b2c2Sf4539a0c04237alcl967c-Murthy, Viv
Recipient: Fauci, Anthony (NIH/NIAID) [E] /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/ en =826965b24a314ffca7eddcb6e8229aa 7-anthony.fau
kh\11)\ tilniaid.nih.gov>;
Collins, Francis (NIH/OD) [E] fo=Exchangelabs/ou=Exchange Administrative Group
FYDIBOHF23SPDLT)/ cn=Recipients/cn =4bd4f570bdcb43f2800bf986fa40d75f-francis.col
b 6 .nih. ov>;
)(6) ostp.eop.gov>;
Walensky, Rochelle (CDC/OD) /o=Exchangelabs/ou=Exchange Administrative Group
FYDIBOHF23SPDLT)/cn=Recipients/ en =aae20aeeafcf48b19fcdc03ce729e6e5-rochelle.wa
(b)(61 cdc.gov>

Sent Date: 2021/03/31 08:53:28

Delivered Date: 2021/03/31 09:02:40

Evaluation Only. Created with Aspose.HTML. Copyright 2013-2020 Aspose pty
To: Ltd.F23SPDLT)/en= Recipients/en=486ele5f2f544391bfd4b50abe329b44-Sams, Ian
<[email protected]>
Bousbar, Sabrina (05/ASPR/IO) fo=Exehangelabs/ou=Exehange Administrative Group
CC: ( FYDIBOHF23SPDLT)/en= Recipients/en =e3b36fc.ca26340edb30d531829Sd8da7-Bousbar, Sa
<[email protected]>
Subject: Re: CCC Monday Event
Date: 2021/04/17 22:46:08
Priority: Normal
Type: Note
You are right - I think he can do it alone.
Sent from my iPhone
On Apr 17,2021 , at 9:24PM, Sams, Ian (HHS/ASPA) <[email protected]> wrote:
Do we need to have someone besides Vivek? I'm sure we could ask Fauci but also wanted to
raise whether Vivek could ride solo and it be fine.
Sent from my iPhone
On Apr 17, 2021, at 6:09PM, Bousbar, Sabrina (OS/ASPR/10)

< [email protected]>wrote:
Hello- we haven't received a response yet should we look into someone else? lan- any ideas of who we
could get that would be available? Maybe Dr Fauci again?
Thank you!!

Sent: Friday, Aprill6, 2021 6:06 PM
To: Sams, lan (HHS/ASPA) <[email protected]>; Billet, Courtney (NI H/NIAID) [E)
f b [email protected]>; Bousbar, Sabrina (OS/ ASPR/10) <[email protected]>
Cc: Corbett, Kizzmekia (NIH/OD) [E) 4(b)<6 ~ nih.gov>; Hiatt, Nissa (NIH/VRC) [C)
l b\<6) ~ ni h.gov>
Subject: RE: CCC Monday Event
Hi Dr. Corbett. We would really appreciate if you would do this one, especially since we you are doing
tbe Instagram takeover of Michelle Obama's account on May 3 we wm push that out to the Community
Corps members so it would be great for you to have already connected with this group. We had more than
2,000 Corps members attend this week's conversation with Dr. Murthy and Dr. Fauci, and expect we will
get a response for Monday's conversation as well. Monday is very important to us since it is the day the
vaccine becomes eligible to all adults so we want to make a big push.

From : Sams, Jan (HHS/ASPA) <lan [email protected]>

Sent: Friday, April16, 2021 2:21 PM
To: Billet, Courtney (N IH/NIAID) [E] Kr.:-b~
Ht~
5 ---,@ niaid.nih.gov>; Bousbar, Sabrina (OS/ASPR/10)
<[email protected]>
Cc: Schake, Kristina (HHS/IOS) <[email protected]>; Corbett, Kizzmekia (N IH/OD) [E)
i(b ,61 ~nih .gov>; Hiatt, Nissa {N IH/VRC) [C] 1 <b)161 ~nih.gov>
Subject: RE: CCC Monday Event
Thank you Courtney! And Dr. Corbett, it's great to connect.
We thought you may be a phenomenal voice to join this call w ith our COVID Community Corps on the
day all adults in U.S. w ill be eligible for vaccine, since you're such an effective messenger with younger
people (who benefit from this eligibility!). We'd be happy to provide more info if helpful. Let us know if
you're interested!
From : Billet, Courtney {N IH/NIAID) [E] {b~IJl ~niaid.nih.gov>

Sent: Friday, April16, 20212:01 PM
To: Bousbar, Sabrina (OS/ASPR/10) <[email protected]>
Cc: Sams, lan (HHS/ASPA) <[email protected]>; Schake, Kristina {HHS/IOS) <[email protected]>;
Corbett, Kizzmekia (NIH/OD) [E] «bH6 @nih.gov>; Hiatt, Nissa {NIH/VRC) [C]
f b)\6> ~nih.gov>
Subject : RE: CCC Monday Event
HI Sabrina- thanks for reaching out, and nice to meet you. I'm connecting you direct ly with Dr. Corbett
and wit h Nissa Hiatt, who helps Dr. Corbett navigate her many invitations. They can best speak to Dr.
Corbett's availability to do this w ith t he Surgeon General on Monday evening. Thank you!
From : Bousbar, Sabrina {05/ASPR/10) <[email protected]>

Sent: Friday, April16, 20211:52 PM
To: Billet, Courtney (N IH/NIAID) [E] ~r.:-b~
H6~.....,@niaid.nih.gov>
Cc: Sams, lan (HHS/ASPA) <[email protected]>; Schake, Kristina {HHS/IOS) <Kristina.Schal<[email protected]>
Subject: CCC Monday Event
GoodAftemoonCourtne~
My name is Sabrina Bousbar and I help with our COVID-19 Community Corps (CCC) efforts ! We are
having a call w ith Dr. Murthy and our CCC members on Monday at 6:30pm and would love Dr Kizzy
Corbett be a part of the event with Dr Murthy. Would she be available from 6:15pm-7pm on Monday to
do this event?
The event is planned to go as:

• • Dr Murthy Kick's Off the call
• • Introduces Dr Kizzy Corbett
• • Dr Kizzy Corbett gives a few remarks about the importance of all adults being eligible and
getting vaccinated with confidence
• • 3-4 Q&A
• • Dr Murthy closes event

We are hoping Dr Corbett can join us and am looking forward to your reply. Thanks !
All the best,

Sabrina Bousbar (she/her/hers)
Special Assistant fo r CO VJD Response
U.S. Department of Health and Human Services
Cell : 202~bl(6) II [email protected]
Bousbar, Sabrina (05/ASPR/IO) /o=Exehangelabs/ou=Exehange Administrative Group
(FYDIBOHF23SPDLT)/cn=Recipients/en=c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
R . . t <[email protected]>;
ec•p•en : Sams, Ian (HHS/ASPA) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/en =486e1c5f2f544391bfd4b50abc329b44-Sams, Ian
<[email protected]>
Sent Date: 2021/04/17 22:46:07
Delivered Date: 2021/04/17 22:46:08

HHS COVID-19 and Flu Public Education Campaign
March 30, 2021

Goals
1. Educate Americans on how 2. Build trust in the vaccines 3. Increase vaccine uptake by
they can protect themselves so more American are ready educating Americans about
and slow the spread of COVID to take them how and where to get
-19 vaccinated
The public education campaign will include five key work streams targeted at four distinct
audiences: community engagement, funding, and trusted messengers; corporate partnerships;
digital strategy; earned media; and paid media.
Draft for Discussion Purposes Only/Pre-Decisional HHS COVID-19 and Flu Public Education Campaign 2


of our overall program.We will also have a
strategy
community
organizations
take actions that encourage vaccination.
Private sector
engagement


Q) Vaccination intent among key demos Four Key Target Audiences
c
"'0 0
"S ~ 90%
0
~ ~
-
8o%
• November
• March
1. Black
>.·- 6g% 70%
(!) 8 >.70%
.c ro ro
....... >"'0 61% 6o% CommunitiesHispanic
~ ro .9 6o%
(/)+..~(!)
o ~ .o so%
Comm unitiesConservativ
.c ro
~ .6' ·ro
(/) ro > 4
o% esYoung people
c .o ro
~ 0 Q) 30%
·-
"- "-
0.. "-
Q)
Q) "- ~ 20%
E o
<( >. 10%
-0~
Q)
eft- .§ o%
Q)
"'0

Announcements This Week
Thursday, April 1COVID 19 COMMUNITY

CORPS PAID MEDIA CAMPAIGN "WE
CAN DO THIS"

COVID-19 Community Corps:

Trusted Messenger Efforts
Trusted Partnerships MatterEffectively deliver

m .@lrldreStrategies~alidatailbe credibility of
informationAddress mis- and disinformation Help
create a feedback loop for addressing questions
and concernsBridge the gap between healthcare
providers and patients Examples of trusted
co nity messenprs: ,; :e: JL e ~
• • • t'$.t'f.> ..... t~
• •
Community
••l®
Pharmacists
aoa
Nurses
&&&
Faith Leaders
Health Workers

COVID19 Community Corps {CCC) ~v~~~-

~~
COVID-19 Community Corps will be an effort to galvanize trusted messengers in local communities to
encourage friends, family, and neighbors to get vaccinated. The program will be to provide toolkits and
resources for Community Corps members to organize within their organizations, communities, and
more to help build vaccine confidence throughout the country. Community Corps members will receive
weekly updates on the latest scientific and medical updates, talking points about the vaccine, social
media suggestions, infographics, factsheets with timely, accurate information, and tools on ways to help

COVID-19 Community Corps Plan

Partners
• We have confirmed a variety of partners that are a part of the following categories:
Medical Orgs (doctors, nurses, public health); Af-Am Leaders; Latino Leaders; Faith
Leaders; Rural Groups; Community Leaders (kind of a catch all category like SEIU);
Entertainment (Sports leagues, celebrities, athletes). Our partners will be trusted
messengers and partake in programs led by CCC.
Individuals
• Individuals will be able to sign up and participate in receiving the latest information through
weekly emails, partake in virtual events, and be given the materials to be trusted messengers
in their communities.

The Ask to Partners

• Become an official member of the COVID-19 Community CorpsParticipate in Share the Mic virtual events: This
will include using your social platform to uplift vaccine confidence with health workers like doctors, nurses,
pediatricians, and more. There will be more official guidance on the program to come in the next few weeks.
Collaborate and distribute Community Corps and We Can Do This Campaign content to your networks. We will
provide weekly emails with information and toolkits. In the second wave of the program (May) develop and
host events to sponsor/administer vaccines. In addition, participate in virtual events such as town halls, panels,
concerts, etc. More detail to come.We ask they commit to all asks but understand if they would like to sign on
as just a community corps member.


• American Public Health
AssociationAmerica Medical
AssociationSE IU NAACPCivic
NationPGA TourNASCARFaith in
ActionCOVID CollaborativeMLB
We plan to have more than 100 partners signed up for our Thursday release!
September Production 07 4
Paid Media

Paid Media
Slow the spread Prepare the nation Vaccination (Wave 1)
Run March -April Target hardest-hit Run March- July Target adults age Run April - MayTarget seniors age
communities by cases and 18+ actively searching for 65+ across demographic groups, by
demographicsHighlight new COVID- information on or curious about 65+ population and hesitancyBuild
19 variants as a reason to continue vaccineAnswer top questions about confidence and remind vaccine-
wearing a mask, keeping distance, the vaccines.Run online-only in ready individuals to get
and getting vaccine in-turnUse English and Spanish, through paid vaccinatedUse all channels
radio, social , print, and digital (no TV social, digital display, and search including TV, radio, print, out-of-
and digital

'We Can Do This' campaign umbrella to

promote vaccination
Why "We Can Do This" Campaign Visual Identity
• Developed 11 campaign
identities, tested 5- "We
Can Do This" was most
effective among key
audiencesAn optimistic
rallying cry and reminder of
strength, trustworthiness,
and unity
IS-

Graphics and Designs

Total Market
WE
CAN
DO
THIS
Draft for Discussion Purposes Only/Pre-Decisional HHS COVID-19 and Flu Public Education Campaign
3
Hispanic
• U.S. Department of Health and
Human Services t)
Sponsored · 0

Not one step back against COV/0 and new forms of the virus. nuestro turno ja ponernos Ia vacuna!

Aprende mas
Draft for Discussion Purposes Only~! propagaci6n del COVID tion Campaign 17
~ Love n Comment t!:> Share
Draft for Discussion Purposes Only~I HHS COVID-19 and Flu Public Education Campaign 18

U.S Department of Health and

Human Services
...
American Indian I I'm waiting my turn to get the vaccine, and I
Wearing a well-fitted mask, avoiding c rowds, and
Alaska Native social distancing w ill help me stay safe against

apart. Get vaccinated when it's your t urn.

against new forms of the virus.Mask up. Keep six
feet apart. Get the vaccine when it's your turn. learn
Help slow the spread. ( lEARN MORE J

a
rf.J Lll\ O Comment
Draft for Discussion Purposes Only/Pre-Decisional mpaign

AAPI (Mandarin)
English Chinese
New forms of :ft=~xtm ii3tftl~
the virus, same
•
Body:l!:m:~*~-~. ifiiJJ».rfUJ!COVIDil
11-t!!W JJ». 73tit:. fJT~3tfsll~·iiJftJ!3~Ht
is changing-with new forms of Mo ~ ffliPJT~ .A.~-Ji~COVIOJ(g~~l[.',
the virus called variants that *~~~~o~•*~m••~. ~~••c
may spread more easily. But .,~M~~R~~~m•. *«~~~~~
one thing is the same: our t$iliJt! tff'I!§Ji, ~ffJ&t~M=f-a!&JfifliiiJo
getting vaccinated when it's our Disclaimer :J?..l..I:.!Hl\ EBHHS~III.E~.&~~!Il
turn-
together.
CTA:Learn more at
Services
20

Draft for Discussion Purposes Only~/ HHS COVID-19 and Flu Public Education Campaign 21

Launch Plan
Tick Tock
Wednesday, March 31 Final CCC toolkit is locked in and ready
for Thursday morning send outBackground Call with
reporters TV Doctors Call for CCC launch
Thursday, April 1Embargo lifts Press release goes
outVPOTUS event with Community Corps Members Potential
Morning TV for Leaders + Community Corps

Thank you!
To: Nicole Lettiere <[email protected]>

CC: Greg Propper <[email protected]>
Subject: RE: Request
Date: 2021/03/30 17:05:13
Priority: Normal
Type: Note
Whoopi Goldberg and
From : Nicole Lettiere <n [email protected]>

Sent: Tuesday, March 30, 2021 5:00 PM
Cc: Greg Propper <[email protected]>
Subject: Re: Request
Evaluation Only. Created with Aspose.HTM L. Copyright 2013-2020 Aspose Pty Ltd .here are any notable
individuals we should share along with the list of organizations you shared yesterday.
Thanks again!
NICOLE LETTIERE
A SSOCIATE DIRECTOR, CLIENT S ERVICE S I PROPPER DALEY
31 0fblf5\ I LOS ANGELES, CA
On Tue, Mar 30, 2021 at 1:52 PM Schake, Kristina {HHS/IOS) <Krist [email protected]>wrote:
Yes, the ask right now is the press release. She does not need to commit to the IG Live right now- that's
just an idea of the type of thing we could do in the future through the Community Corps. Unfortunately I
can't share the release from the White House ahead of time, but it just outlines the program and lists
the organizations and people who have signed up so far, which is at 202 as of right now, will probably be
250 by Thursday.
From : Nicole Lettiere <[email protected]>

Sent: Tuesday, March 30, 2021 4:38 PM
To: Greg Propper <greg@propperda ley.com >
Cc: Schake, Kristina (HHS/IOS) <[email protected]>
Thanks, Kristina! To confirm, the current ask is to join Community Corps in name for Thursday's press
release and/or do an IG Live with Dr. Fauci or Dr. Corbett at some point. Is that right?
Of course, the most timely is the release. Do you happen to have a draft that I could share with her and
her PR team? If not, no problem at all. We can get a gut check and follow up if it is feasible with her J&J
partnership terms.

NICOLE LETIIERE
ASSOCIATE DIRECTOR, CLIENT SERVICES I PROPPER DALEY
31 ofbllt3lILOS ANGELES, CA
On Tue, Mar 30, 2021 at 6:45AM Greg Propper <[email protected]>wrote:

Thank you so much!
On Tue, Mar 30, 2021 at 5:57AM Schake, Kristina (HHS/IOS) <[email protected]>wrote;

Hi Nicole!
• • No pharma companies are involved.

• • A few of the groups who we will announce as members on Thursday are : the American
Medicql Association, Major League Baseball, NASCAR, Faith in Action, the Farm Bureau, the
Chamber of Commerce, the NAACP, United States Hispanic Chamber of Commerce, Asian/Pacific
Islander American Chamber of Commerce &Entrepreneurship, and National Minority Health
Association. We are building the list now but expect about 75 organizations to be announced on
Thursday.
• • There are no requirements. This is a coalition of organizations and people who are trusted
messengers to their community who want to help us education Americans about the
vaccine. HHS will send the members an email of timely info on the vaccines each week (we can
send It to you for her) because our members need it to communicate with their followers. As
part of Community Corps, we will be doing a Share the Mic program, linking members with large
followings with medical experts to have conversations about the vaccine. Our hope is that she
would do one at some point with either Dr. Fauci or Dr. Corbett.
• • The event with the VP is at 9:15 am ET on Thursday so too early on the west coast! We know
she isn't available on Thursday so will look to do something together in the future if she is
interested.
From : Nicole Lettiere <[email protected]>

Se nt: Monday, March 29, 20219:10 PM
Cc: [email protected]
Krist ina, I'm happy to chime in here! Thanks for sharing this background. Sounds like a great initiative.
I manage Kerry's advocacy work at Propper Daley so I can get this ask to her asap. As Greg mentioned,
she has been on a hiatus for March so our communication is somewhat limited. I will do my
absolute best to get you a quick answer, nonetheless!
Before I reach out, a couple quick follow up questions for you:

• • Are any of the pharmaceutical companies involved or supporting this in any way?
• • Who will be in the audience? It would be great if you could share a few more of the member
organizations, who might be joining from their end, and if there are any other folks listening in
to the zoom.
• • Are there any requirements to join the COVID Community Corps? Or is it really just in name for
the announcement and then she can post as information comes up if she would like?
NICOLE LETTIERE
ASSOCIATE DIRECTOR, CLIENT SERVICES I PROPPER DALEY
310j CJ<6) jl
LOS ANGELES, CA
On Mon, Mar 29, 2021 at 5:52 PM Schake, Kristina (HHS/IOS) <[email protected]>wrote:

No issues with her relationship with J&J because as a Community Corps member she will not be
provided confidential info. All fine on our end .
Sent from my iPhone
On Mar 29, 2021, at 8:26PM, [email protected] wrote:
Thank you! Standing by.
Sent from my iPhone
On Mar 29, 2021, at 5:25 PM, Schake, Kristina (HHS/IOS) <[email protected]>wrote:
Will find out about J&J right away. Would love to include her name even if she can't attend the zoom.
Thanks Greg!
Sent from my iPhone
On Mar 29, 2021, at 8:09 PM, Greg Propper <[email protected]>wrote:
Hello! This is great. Let me check rea l quick to see what's possible.
One note· she has a formal relationship with J&J (through her relationship with Neutrogena) ... just
making sure that wouldn't be an Issue?
KW is on "leave" for a month to be with her family and went dark on social and hasn't been doing
anything public. She Is formally back at the end of this week. So the Thurs event may be tough, but let
me see if we can get an answer to listing her name and w111 ask about the event also just in case!
On Mon, Mar 29, 2021 at 4:22 PM Greg Propper <greg@propperda ley.com >wrote:

hello! so sorry been stuck in a zoom with a client. Off in a few mins and will look through all of this- just
didn't want you to think I was ignoring you! x
On Mon, Mar 29, 2021 at 4:18 PM Schake, Kristina (HHS/105) <[email protected]>wrote:

One new development- the Vice President will be doing a Zoom with a few members of the Community
Corps on Thursday morning. If Kerry Washington wants to join us for this project, we would love to have
her join that Zoom to kick off the program.
From: Schake, Kristina (HHS/105)

Sent: Monday, March 29, 20215:27 PM
To: [email protected]
Subject: Request
Greg, I already have a request for you! The White House is annou11cing a new initiative on Thursday
called the Covid 19 Community Corps, which is a coalition of organizations and individuals committed to
reaching their fellow Americans with accurate, timely vaccine information and encouraging
vaccination. We are announcing it with a number of organizations as members, including the NAACP,
MLB, NASCAR, National Association of Broadcasters etc. Our goal is to work with organizations with
large memberships and followings to help us reach their networks with vaccine info. We would love to
add a few celebrities to the mix and are wondering if Kerry Washington might be willing to lend her
name to it. That would mean we would include her name on the White House press release on
Thursday, we would send you vaccine information every week in the hopes that she may want to
occasionally post about it, and we would look for ways to do more together going forward.
One part of the Community Corps we will be building out is Share the Mic and thought she would be
amazing to do one with Dr. Fauci or Dr. Kizzmekia Corbett, the researcher behind the Covid vaccine.
We would love it if she would lend her name to the announcement and we could find ways to work
together going forward. Thanks for considering it!
GREG PROPPER
PROPPER DA LEY
I LOS ANGELES, CA
'----J
GREG PROPPER
PRESIDENT I PROPPER DALEY
323{1)'>(6lI LOS ANGELES, CA
<20210324 DRAFT_SS21 Flow Brand campaign.docx>

<Community Corps Become a Member .pdf>

R . . t Nicole Lettiere <[email protected]>;

eclplen : Greg Propper <[email protected]>
Sent Date: 2021/03/30 17:04:47
Delivered Date: 2021/03/30 17:05:13

?age 093 10 PJge 099
Wotf1t'lelil purwam to eKemptJon Obtained via FOIA by Judicial Watch Inc.

ib)\51
of the Freeoom ct lnfvrmarton Act

Berner, Kate EOP/WHO (bll6} who.eop.goV>;

T . Rowe, Courtney (who.eop.gov o= xc angelabs/ou=Exchange Administrative Group
o. FYDI BOHF23SPDLT)/cn= Recipients/ cn=41b47ea45d764 3fl bd9cda20879db37d-Contact_b50
(b)tt3) who.eop.gov>
Subject: April19 - May Plan
Date: 2021/04/07 21:19:23
Priority: Normal
Type: Note
Attached is the work plan from April19- May with Marissa and Clarke's additions. Please
make any additions and add assignments. I will talk to Rob in the rooming about Clarke, but I
added her name to the major Share the Mics. Once I have your edits, I will circulate to the group
before tomorrow' s 2:30.
For our Anita agenda here's what I have. Please make any edits.
(b)(5)
Berner, Kate EOP/WHO <[email protected]> ;

R . . t· Rowe, Courtney (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group
ec•p•en · ( FYDIBOHF23SPDLT)/cn=Recipients/ en =41b47ea45d7643f1 bd9cda20879db37d-Contact_b50
1 b)t6) fglwho.eop.gov>
Sent Date: 2021/04/07 21:18:29
Delivered Date: 2021/04/07 21:19:23
September Production 1oo


Page 10210 PJge 108
Wot1111elo pur9Jalll to eKempUon Obtained via FOIA by Judicial Watch Inc.

ib)(51

Murthy, Vivek (HHS/OASH) jo=Exchangelabs/ou=Exchange Administrative Group

( FYDIBOHF23SPDLT)/cn=Reci pients/ en=79d446b2c25f4539a0c04237a 1c1967c-Murthy, Viv
T . <[email protected]>;
0
' Beckman, Adam (HHS/OASH) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ cn=Recipients/ en =2a00f6fceac04289866d64b3d44f8187-Beckman, Ad
<[email protected]>
Subject: POTUS I VP Community Corps Briefing Thursday
Date: 2021/04/06 15:31:24
Priority: Normal
Type: Note
I'm putting together the info for Wednesday afternoon . Below is the latest data on vaccine confidence
per your first point.
The other info we are collecting is -

- Number of organizations in Community Corps, description of the types of groups, and best
examples
- Materials that we are providing to the Commun ity Corps this week in our first distribution
- Corps plans from here
- Info on how we are proactively reaching underserved and minority communities

(FYDIBOHF23SPDLT)/cn= Recipients/ en= 79d446b2c25f4539a0c04237a1c1967c-Murthy, Viv
eclplen : Beckman, Adam (HHS/OASH) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/en= Recipients/ en =2a00f6fceac04289866d64b3d44f8187-Beckman, Ad
<[email protected]>
Sent Date: 2021/04/06 15:31:02
Delivered Date: 2021/04/06 15:31:24

Rowe, Courtney (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group

FYDIBOHF23SPDLT)/en= Recipients/ en =41b47ea45d764 3f1 bd9cda20879db37d-Contact_b50
b)(6) who.eop.gov>;
To: Wakana, Benjamin (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/ en= 766a559cd890417abc6b3df0cb2f1509-Contact_807
l hil6l ~who .eop.gov> ;
Berner, Kate EOP/ WHO 1 b)(6) ~who.eop.gov>
Bousbar, Sabrina (OS/ASPR/10) /o=Exchangelabs/ou=Exchange Administrative Group
CC: (FYDIBOHF23SPDLT)/cn=Recipients/cn=c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Subject: Corps Updated Documents
Date: 2021/03/22 17:28:27
Priority: Normal
Type: Note
Attached are our updated documents for Communit y Corps- the first one is our target list, and second
is the program overview. Will you take a look at the program overview and let us know if you have any
changes or suggestions? Rob and Clarke reviewed and are good with Share the Mic and the Content
program.
Courtney} b 51
Ben, I was going to send this to Josh, Adrian and Will to get their input next.
Sabrina, Clarke and I are still b}(5J

f'bJ(5) 1Will report back soon. ~------------------------------------------------------~
( FYDIBOHF23SPDLT)/cn=Recipients/ en =41 b47ea45d764 3fl bd9cda20879db37d-Contact_b50
1f.:\,.,, i who.eop.gov>;
Wakana, Benjamin (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group
Reci ient· FYDIBOHF23SPDLT cn=Recipients/cn=766a559cd890417abc6b3df0cb2f1509-Contact_807
P · b)(6) who.eop.gov>;
Berner, Kate EOP WHO <f b)(6) fjlwho.eop.gov>;
Bousbar, Sabrina (OS/ASPR/IO) /o - Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn= Recipients/ en =c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Sent Date: 2021/03/22 16:57:54
Delivered Date: 2021/03/22 17:28:27
September Production 11 o
Warsh, Jonathan (OS/ASPR/10) /o=Exchangelabs/ou=Exchange Administrative Group

( FYDIBOHF23SPDLT)/cn= Recipients/ en= 179dfe2cbee146129aec0a5c5ab l db4b-Warsh, Jona
T . <[email protected]>;
0
' Peck, Joshua (HHS/ASPA) /o=Exehangelabs/ou=Exehange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/ en =dbad47f7ad94467d8f7f47233036d390-Peck, Joshu
<[email protected]>
CC: Anderson, Charlie D. EOP/WHO fbX6J ~who.eop.gov>
Subject: RE: Info for CBOs on community corps
Date: 2021/04/14 09:13:24
Priority: Normal
Type: Note
Glad you are doing this. A few edits to the description below -
(b)(5)

From: Warsh, Jonathan (OS/ASPR/10) <[email protected]>

Se nt: Wednesday, April14, 2021 8:53AM
To: Peck, Joshua (HHS/ ASPA) <Joshua.Peck@hhs .gov>; Schake, Kristina {HHS/105)
<Kristina [email protected]>
. I d tt)\tl.)j
Cc: An derson, CharI1e D. EOP WHO< 1--------'~ w o.eop.gov>
L h
Subject: Info for CBOs on community corps
Hi Josh, Kristina-
Charlie and I are putting together a short document for CBOs and faith based organizations on how to
access funds made available through CDC, ACL, HRSA, etc. for vaccine outreach and other community
support.
We want to include a short section on the community corps as well. Can you take a look at the language
below and tell me if this works? If you could also add a sentence or two on what we're asking corps
members to do, we'd appreciate it. Finally, would be great if you could give us the latest numbers as of
today.
Thanks,
Jonathan
Jonathan Warsh
Senior Policy Advisor, COVID-19 Response
Jonat han [email protected] I 202~..- 1
fb_)t_3l_ __.
Warsh, Jonathan (OS/ASPR/10) /o=ExchangeLabs/ou=Exchange Administrative Group

(FYDIBOHF23SPDLT)/cn =Recipients/ en= 179dfe2cbee146129aec0a5c5ab1db4b-Warsh, Jona
<[email protected] >;
Recipient: Peck, Joshua (HHS/ASPA) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn=Reciplents/cn =dbad47f7ad94467d8f7f47233036d390-Peck, Joshu
Anderson, Charlie D. EOP/WHO 1(b t6} ~who.eop.gov>
Sent Date: 2021/04/14 09:04:27

Delivered Date: 2021/04/14 09:13:24

September Production t 13
To: <[email protected]>
Subject: Community Corps
Date: 2021/03/30 15:37:25
Priority: Normal
Type: Note
Hi Shawn . I know we are talking at 5:30 today. Just wanted to send ahead a project we are putting
together and Vice President Harris will announce on Thursday. I thought some of the people you
represent might be interested .
Recipient: <[email protected]>
Sent Date : 2021/03/30 15:37:08
Delivered Date: 2021/03/30 15:37:25

Hamburger, Tanya (CDC/DDNID/NCCDPHP/DDT) /o=Exchangelabsjou=Exchange Administrative Group

To: ~
) HF23SPDLT)/cn=Recipients/cn=8ad632ab77f45c1b02b384f7a402a2c-Johnson, Ta
6
~cdc.gov>
Subj ect: CCC Structure
Date: 2021/04/08 12:59:46
Priority: Normal
Type: Note
Tanya, here were some early notes I bad on structure for your consideration.
Tanya: Leads CCC and Share the Mic

Yvanna/Sabrina Advisors: Yvanna helps with the IEA aspect and Sabrina on behalf of what
Kristina needs done
Sam: Content/Comms
Digital: Corby and Ian's person starts on Monday - she will be a great team member and can
take a ton of the work for the weekly email
On tomoiTow's call with the WH let's define roles. I don't think

I think we should also work with Ben/create a bigger arching plan of teams and who does what
when it comes to COVID-19 Community Corps? Just reading his email seems like WH wants to
lead, Yvanna brought up that we should get clarified: Is this is a HHS led program with WH
support or a led WH initiative with HHS stamped on it? I think it's the first, but with that we
should probably work tomotTow at the meeting how we structure communication and input on all
CCC stuff
Hamburger, Tanya (CDC/DDNID/NCCDPHP/DDT) /o=Exchangelabs/ou=Exchange Administrative Group

Recipient: FYDIBOHF23SPDLT)/cn=Reciplents/cn=Bad632ab77f45c1b02b384f7a402a2c-Johnson, Ta
1b){6l cdc.gov>
Sent Date: 2021/04/08 12:58:54

Delivered Date: 2021/04/08 12:59:46

Bousbar, Sabrina (OS/ASPR/10) /o= Exchangelabs/ou=Exchange Administrative Group

( FYDIBOHF23SPDLT)jcn=Recipients/ en =c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
CC· Wakana, Benjamin (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group
· cn =Recipients/ en= 766a559cd890417abc6b3df0cb2fl 509-Contact_807
b\(6) who.eop.gov>;
Clarke.Humphrey o =Exchangelabs/ou=Exchange Admi1jstr~tjye Group
(FYDIBOHF23SPDLT)/cn=Recipients/cn=user3b266449 _b ~ 11 ) l9>who.eop.gov>
Subject: Corps Members Tweet
Date: 2021/04/05 20:55:16
Priority: Normal
Type: Note
Adrian, Mel issa, Josh and W ill- one of our Commun ity Corps members Made to Save is launch a big
campa ign tomorrow that we want to lift up from the White House task force twitter account. We want
to mention three of the other organizations that have joined the Corps too since we announced it last
Thursday. We now have 4000 members so it is a hard to select wh ich ones. A few we flagged for
consideration are the Independence Fund, Red Cross, Big Cit ies Health Coalition, Equality Health, and
Autism Society.
We launched the COVID-19 commun ity corps with 275 founding members. Since then, more t han 4,000
organ izations have signed up. Thanks to @newgroup, @newgroup and @newgroup for joining.
+++
Increasing access to COVID-19 vaccines, empowering communities, and provid ing information in
hardest-hit areas are key to turning a page on the pandemic. That's why we're thri lled by the launch of
ou r new Community Corps member @ltsMadeToSave-to do just that.
Rogers, Melissa EOP/WHO b 61 ho.eop.gov>;

Dickson, Josh J. EOP/WHO @who.eop.goV>;
Saenz, Adrian EOP/WHO < rb116l who.eop.gov> ;
Mdntee, William T. EOP/WHO <f:blf6l ~who . eop.gov>;
Bousbar, Sabrina (05/ASPR/IO) / o -Exchangetabs/ ou= Exchange Administrative Group
R . ' e t· (FYDIBOHF23SPDLT)/cn=Recipients/cn=c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
eelpi " · <Sabri [email protected]> ;
Wakana, Benjamin (who.eop.gov) /o=Exchangelabs/ou=Exchange Administrative Group
~~:HF2:SP~l/J:~~~~~~~;~~~~= 766a559cd890~ ~ 7abc.6b3df0cb2f1509-Contact_807
ar e. ump rey o - xchangelabs/ou=Exchange Admlo•strat!Ye Group
(FYDIBOHF23SPDLT)/cn=Recipients/cn=user3b266449 (b)r6 ~who.eop.gov>
Sent Date: 2021/04/05 20:54:32
Delivered Date: 2021/04/05 20:55:16
Page 117 tc Page ~27
Wothheld pur9.r..rn to exempUon Obtained via FOIA by Judicial Watch Inc.

ib)(5l
of the Freeoom cf lnfvrmarton Act

Page 128to ~ge 134
Wo!N1e11l pur9.101"1! to exemp!Jon Obtained via FOIA by Judicial Watch Inc.

ib)\51

Page 1S5Io ~ge 118
Wo!N1e11l purwarn to e>:emp!Jon Obtained via FOIA by Judicial Watch Inc.

ib)(51

Evaluation Only. Created with Aspose.HTML. Copyright 2013-2020 Aspose pty
To: Ltd .OHF23SPDLT)/cn=Recipientsfcn =b823159c628641 fb89934ad67912edff-Pearlman, A
<[email protected]>
Subject: Re: Consultant Contract?
Date: 2021/04/15 22:20:47
Priority: Normal
Type: Note
I will give you the back story in person but I really need someone who has time to take on new
proj ects.
Sent from my iPhone
On Apr 15,2021 , at 9:57PM, Pearlman, Aj (HHS/IOS) <[email protected]>wrote:
Only partly.

To: Pearlman, Aj (HHS/105) <[email protected]>
Subject: Re: Consultant Contract?
I think you are joking but am not sure !
Sent from my iPhone
On Apr 15, 2021, at 8:50PM, Pearlman, Aj (HHS/IOS) <Aj.Pea [email protected]>wrote:
Josh?
From : Schake, Kristina (H HS/105) <[email protected]>

To: Pearlman, Aj (HHS/105) <Aj.Pearlman@hhs .gov>
Subject: RE: Consu ltant Contract?
Great. Will do. I hate to bring endless issues to you, bu (b!'5) The White House
gave me another big project tonight and I am going to"'"b.L),.,.,
. S)- - - - - - - - - - ' - - - - - - --.

From: Pearlman, Aj (HHS/IOS) <Aj.Pearlman@ hhs.gov>

To: Schake, Kristina (HHS/IOS) <[email protected]>; Bousbar, Sabrina (OS/ASPR/10)
<[email protected]>
Subject: RE: Consultant Contract?
Yes, just like that ! You are the boss. 0
Just tell them b!JSI

ib){5_1
It's not a matter of how to get to yes, it's about getting you what you need.
AJ

To: Pearlman, Aj (HHS/IOS) <Aj .Pearlman@hhs .gov>; Bousbar, Sabrina (OS/ASPR/10)
<[email protected]>
Subject: FW: Consultant Contract?
Any advice onl!b)<S •
From: Jorgensen, Cynthia (CDC/DDID/NCIRD/00) f b)lf:l ~cdc.gov>

To: Pearlman, Aj (HHS/IOS) <Aj .Pearlman@hhs .gov>; Berger, Sherri (CDC/OC00/00) l<bH6 [!l cdc.gov>;
Schake, Kristina (HHS/IOS) <[email protected]>; Tumpey, Abbigail (CDC/DDPHSS/CSELS/00)
fb~6l [email protected]> _
Cc: Nordlund, Kristen (CDC/DDID/NCIRD/OD)=I J -,~cdc.gov>; OConnor, John (CDC/0010/NCEZID/OD)
<b-,·j-:-
'b){6J cdc. ov>
Su Ject: RE: Consultant Contract?
I believ (b)(51
~ b-!5_~------------------------~fhanks
~
Cynthia
From : Pearlman, Aj (HHS/IOS) <Aj.Pearlman@ hhs .gov>

To: Jorgensen, Cynthia (CDC/DDID/NCIRD/00) f b tltiJ ~cdc.gov>; Berger, Sherri (CDC/OC00/00)
blt'Bl cdc. ov>; Schake, Kristina (HHS/IOS) <Kristina .Schake@ hhs.gov>; Tumpey, Abbigail
CDC DDPHSS/CSELS/00) f bH6 ~cdc.gov>
Cc: Nordlund, Kristen (CDC/0010/NCIRD/OD) rJ'llt3' pcdc.gov>; OConnor, John (CDC/0010/NCEZID/OD)

Awesome.
From: Jorgensen, Cynthia (CDC/DDID/NCIRD/OD) r WJ) ~cdc.gov>

Sent: Thursday, April15, 2021 5:35PM
To: Pearlman, Aj (HHS/105) <Aj .Pearl man@hhs .gov>; Berger, Sherri (CDC/OCOO/OD)
Schake, Kristina (HHS/105) <[email protected]>; Tumpey, Abbigail (CDC/DDPH ttr.--=i 5/0D)
f bl\61 ~cdc.gov>
tc. ill01 6 lund, Kristen (CDC/DDID/NCIRD/OD) r Ho) ~cdc.gov>; OConnor, John (CDC/DDID/NCEZID/OD)
lcb\!ol"[email protected]>
I'm also checking with Weber Shandwick. I'll be back in touch.
Cynthia
From: Nord lund, Kristen (CDC/DDID/NCIRD/OD) f b'tf5) p cdc.gov>

To: Berger, Sherri (CDC/OCOO/OD) fb
r6J ~cdc.gov>; OConnor, John (CDC/DDID/NCEZID/OD)
{ib)(6) ~cdc.gov>
Cc: Schake, Kristina (HHS/105) <[email protected]>; Pearlman, Aj (HHS/105)
<[email protected]>; Tumpey, Abbigail (CDC/DDPHSS/CSELS/OD) 1tb'IHil ~cdc.gov>; Jorgensen,
Cynthia (CDC/DDID/NCIRD/OD) f~H6) ~ cdc .gov>
Subject: RE: Consu ltant Contract.
Including Cynthia to see if the Weber Shandwick contract is an option .
From : Berger, Sherri (CDC/OCOO/OD) j (b)(6l r cdc.gov>

To: Nordlund, Kristen (CDC/DDID/NCIRD/OD) t buo) p cdc.gov>; OConnor, John (CDC/DDID/NCEZID/OD)
i<b. 61~ cdc.gov>
Cc: Schake, Kristina (HHS/IOS) <Krist [email protected]>; Pearlman, Aj (HHS/105)
<A j. Pearlman@ hhs.gov>; Tumpey, Abbigail (CDC/DDPHSS/CSELS/OD) ft, ~tJl ~cdc.gov>
Subject: FW: Consultant Contract?
Please see below, do either of you have a contract HHS/IOS could leverage?
AJ- you may want to ask a few other OpDivs.
Thanks
From : Scott-Morgan, Tina (CDC/OD/OADC) { b)IG)[email protected]>

To: Bonds, Michelle E. (CDC/OD/OADC) r.:(b...,..
, ..,...
BJ--.= cdc. ov>; Berger, Sherri (CDC/OCOO/OD)
(b~ol cdc. ov>; Tumpey, Abbigail (CD 55/CSELS/OD) t b'tf6J @cdc.gov>
c: c ake, Kristina (HHS/105) <Krist [email protected]>; Pea~ Aj (HHS/IOS)

<A j. Pearlman@ hhs.gov>

Subject : RE: Consultant Contract?
Good afternoon,
Thank you for your patience. Unfortunately, OADC does not have any mechanisms to accommodate this
request at this time.
Tim1 Stott-Mnrgan, MS
Associnte Dh·ector for Program Management
Office of the Associ~te Director for Communicotion
Centers for Disease Conn·ol and Prevention
1600 Clifton Road. N.E.. Bldg 2 1
Atlanta, Georgia 30329
404 L
b){ot JClif1nn/Mondays/Thurs<.lays)
404 C.:mury Ctr)
404 iPhone)
From : Bonds, Michelle E. (CDC/OD/OADC) ~(b 16) t£cdc.gov>

To: Berger, Sherri (CDC/OCOO/OD) f bh6) ycdc.gov>; Tum e , Abbigail (CDC/DDPHSS/CSELS/OD)
(bl(6l cdc. ov>; Scott-Morgan, Tina (CDC/OD/OADC) b)t 6l cdc. ov>
c: c ake, Kristina (HHS/105) <Krist ina [email protected] ; earlman, Aj (HHS/105)
<A j.Pearlman@ hhs.gov>
Subject: RE: Consu ltant Contract?
I defer, Tina. DPA does not have a current contract to accommodate add it ional work .
From : Berger, Sherri (CDC/OCOO/OD) ~>

Sent: Thursday, April 15, 202111 :20 AM
To: Tumpey, Abbigail (CDC/DDPHSS/CSELS/OD) 1<bH6
tbW3l cdc. ov>; Bonds, Michelle E. (CDC/OD/OA
':-:::-DC:::;)~[b::;:H6~~:==
c: chake, Kristina (HHS/105) <Kristina [email protected]·m r.....-crzl
<A j.Pearlman@ hhs.gov>
All- see below. HHS is asking b){5

~~--~----------------------------------------~
Please feel free to reply directly. Thanks
From : Pearlman, Aj (HHS/105) <Aj.Pearl man@hhs .go v>

Sent: Thursday, April 15, 2021 9:55AM
To: Berger, Sherri (CDC/OCOO/OD) f bl(6) ~ cdc . gov>
Cc: Schake, Kristina (HHS/IOS) <[email protected]>
Subject: Consultant Contract?
Hi Sherri,
Following up on our conversation yesterday, just wondering if you can explore w hether there would be
a wa bHS
AJ
AJ Pearlman
Chief of Staff, COVID- 19 R esponse
D epartment ofHealth and Human Services
AJ.Pearlm an@ hhs.gov
C: (202)fb)(6) I
Pearlman, Aj (HHS/IOS) /o=Exchangel abs/ou=Exchange Administrative Group
Recipient: ( FYDIBOHF23SPDLT)/cn=Recipients/ en =b823159c628641 fb89934ad67912edff-Pearlman, A
<[email protected]>
Sent Date: 2021/04/15 22:20:46
Delivered Date: 2021/04/15 22:20:47

Fox, Susan <[email protected]>;

T . Rowe, Courtney (who.eop.gov) /o=Exchangelabsjou=Exchange Administrative Group
0
' FYDI BOHF23SPDLT)/cn= Recipients/ en =41b47ea4Sd7643fl bd9cda20879db37d·Contact_b50
ib)(6.1 who.eop.gov>
Subject: Community Corps Info
Date: 2021/03/26 14:53:39
Priority: Normal
Type: Note
Susan, thank you for the call with you and Deborah. I did a call with NAB today and they told
me you had already teed them up to work with us too. Thank you!
Attached is more information about our new COVID 19 Con.ununity Corps program. As we
discussed on the call, we would love to have Disney be a founding member when the White
House announces the program on Thursday, April 1. There may be a virtual event on
announcement day - we will have more details about that soon - but we would love to list you as
a founding member in our press materials.
The attachment explains the Corps program, but one activity we would like to work with you on
right away would be using your talent to participate in Share the Mic., where we would utilize
their social media platforms to feature a health workers to educate their followers about vaccine
confidence. We could figure that out post-announcement, but it would be a great one to do
together.
Thank you for all of your help!
Fox, Susan <[email protected]>;

• • • Rowe, Courtney (who.eop.gov) / o=Exchangelabs/ou=Exchange Administrative Group
Recipient. (FYDIBOHF23SPDLT)/cn=Recipients/cn=41b47ea45d7643flbd9cda20879db37d-Contact_b50
lfb)(6 j9>who.eop.gov>
Sent Date: 2021/03/26 14:43:55
Delivered Date: 2021/03/26 14:53:39

To: Jamie Kronfeld <[email protected]>

CC· Kimberly Christman <[email protected]>;
• Erin Piepenbrok <[email protected]>
Subjectl RE: COVID-19 Community Corps
Date: 2021/03/3109:18:46
Priority: Normal
Type: Note
Hi Jamie. Thank you for writing back. Evaluation Only. Created with Aspose.HTML. Copyright
2013-2020 Aspose Pty Ltd.elease, and then we would love to work with you over the coming
months to develop one great social media moment where we could have her interact with one of
our public health experts about the vaccine. We would of course make that happen whenever it
worked with her schedule. One idea would be to have her do an Instagram Live with Dr. Fauci or
Dr. Corbett, the researcher who led the team that developed the vaccine.
We will announce the Community Corps membership at 6:30am tomorrow via a press release
from the White House, foUowed by a virtual event with Vice President Hanis at 9: 15 am. Groups
that will be announced as members of the Community Corps include NASCAR, MLB}Faith in
Action, SEIU, Hispanic Chamber of Commerce and American Medical Association. 202 groups
have committed to join.
Vice President Harris' team mentioned that they thought she would be a great member of the
Corps given her advocacy on so many important issues. We would love to work with her on
vaccine education and outreach if she is interested.
Thank you for considering this request.
From: Jamie Kronfeld <[email protected]>

Sent: Wednesday, March 31, 2021 8:57AM
Cc: Kimberly Christman <[email protected]>; Erin Piepenbrok
<[email protected]>
Subject: Fwd: COVID-19 Community Corps
Hi Kristina,
I hope this email finds you well. We work with Eva Longoria here and reviewed the below. Would love to
get a bit more information around what you'd be looking for from her, how she could be most helpful,
as well as other notable folks who are participating. Her production schedule is quite intense over the
coming months as she prepares to direct her first feature film so I'm not sure all of the items that were
included in the attached will be feasible. Please let us know soonest and we will share with her.
Thank you!
Get Outlook for iOS

Begin forwarded message:
From : "Schake, Kristina {HHS/IOS)" <Kristina [email protected]>

Date: March 30, 2021 at 7:06:32 PM EDT
To: Shawn Sachs <[email protected]>
Subject: COVID-19 Community Corps
Thank you for the call Shawn. Attached is information about a program the White House wifl
announce on Thursday morning via press release, followed by a Zoom event with Vice President
Hanis- the COVID-19 Community Corps. We are asking prominent Americans and
organizations from across the country to join the Corps and act as trusted messengers to reach
out to their memberships and communities with information about the COVJD- 19 vaccine to
encow·age Americans to get vaccinated.
We are at a pi votal point in the pandemic-- getting Americans vaccinated as quickly as possible
is the path out of this crisis. But to be successful, people must be ready and willing to roll up
their sleeves when the vaccine is available to them. We recognize the importance of people
across the country hearing from local voices and trusted messengers on the safety and efficacy of
COVID-1 9 vaccinations and are asking p~ominent Americans. to help us.
The Vice President's office specifically mentioned Eva Longoria as someone who they would
like to j oin
The request is to lend us their name for the announcement, and then we would love to work
together on creative ideas to engage their followers in the coming :months. One idea we would
love to explore with both of them is doing an Instagram Live with Dr. Fauci or Dr. Corbett, the
researcher who lead the team to develop the vaccine. We will send their tearns weekly updates
on the latest scientific and medical updates, FA.Qs about the vaccine, social media suggestions,
infographics, factsheets with timely, accurate information so they feel well informed, but our
main request will be to build a few unique social engagements with them.
Vice President Harris is doing a Zoom to kick off the Community Corps at 9: 15 am ET on
Thursday. If they would like to join we would of course love it A few of the organizations that
have signed up to be announced on Thursday are NASCAR, Faith in Action, the American
Medical Association, and the Chamber of Commerce.
Sincerely,
Kristina Schake
COVID-19 Public Education Campaign Djrector
HHS

Jamie Kronfeld <[email protected]>;

Recipient: Kimberly Christman < [email protected]>;
Erin Piepenbrok <[email protected]>
Sent Date: 2021/03/31 09:15:40
Delivered Date: 2021/03/31 09:18:46

Page 158 10 PJge 166
Wot11helil purwarn to eKempllon Obtained via FOIA by Judicial Watch Inc.

ib)(51
of the Freeoom cr jnfvrmarlon Act

April 16th Agenda

b :'J
Join ZoomGov Meeting

https://hhsgov .zoomgov .com/j/ 1601829265
Meeting ID: 160 182 9265

One tap mobile
+ 166~!b)•C) f US(SanJose)
+ l64d1-._ _ _ _ _ _.....~t US (New York)
Dial by yom location
+ 1 669 ·b)(G} US (San Jose)
+ 1 646 US (New York)
+ 1 669 US (San Jose)
+ 1 551 us
Meeting ID: t.bl(6) I
Find yom local number: https://hhsgov.zoomgov.corn!u/abw2o7Ec29
Join by SIP
fb)•oJ [email protected]

To: Rhett Suttle <[email protected]>

Renee Johnson <[email protected]>;
Kristi Martin <[email protected]>;
CC: Tammy Halevy <[email protected]>;
Chris Landrigan <[email protected]>;
Aaron Tallent <[email protected]>
b' ct· Evaluation Only. Created with Aspose.HTML. Copyright 2013-2020 Aspose pty Ltd.all Business Owners
5
u ~e · as Covid-19 Vaccine Leaders to Help Workers, Community, and U.S. Economy
Date: 2021/04/06 10:47:48
Priority: Normal
Type: Note
I am going to talk about our new program -the COVID-19 Community Corps. If your members would like
to join the Corps there is an overview attached with a link to the sign up site.
Here is a social media tool kit for members of the Community Corps:
https://wecandothis.hhs.gov/covid-19-community-corps-social-media-toolkit
Also, a few more from HHS ifthey are helpful. A took kit about the COVID vaccine, including talking
points -
https://wecandothis.hhs.gov/general-audience-toolkit
We have also launched our We Can Do This national public education campaign. If your members would
like to use the brand they are welcome to.
Here is a link for brand resources:
https://wecandothis.hhs.gov/campaign-visual-guidelines-and-artwork
And here is a We Can Do This tool kit:

From : Rhett But tle <[email protected]>

Se nt: Tuesday, April 6, 202110:35 AM
Cc: Renee Johnson <[email protected]>; Kristi Martin
<[email protected]>; Tammy Halevy <[email protected]>; Chris
Landrigan <[email protected]>; Aaron Tallent <aaron@publicprivat est rategies.com>
Subject: Re: TOM ORROW: Reimagine Main Street Initiative Launches Campaign to Support Small
Business Owners as Covid-19 Vaccine Leaders to Help Workers, Community, and U.S. Economy
No slides necessa1y, and we would be h appy to share the info in our follow up note and
link to on our resource slide. Will you please send over what you want us to share?
Thanks so much!
Rhett Suttle

I =-= I
lnline image 1
www .publicprTvatestrateqies.com
C: 70~1b)(•3t I
On Tue, Apr 6, 2021 at 9:27AM Schake, Kristina (HHS/IOS) <[email protected]>wrote:

Yes, my cell is 202-ltb)•t31 j
will plan to log on at 1:30pm just to make sure it is working.
I was not plann ing to present any slides unless you want me to. I was just going to talk through our new
COVID 19 Community Corps program. If you would like to send out info about the Corps to your
members after the call that would be great, but defer to you.
From : Renee Johnson <renee@publicprivat estrategies.com>

Sent: Tuesday, April 6, 202110:12 AM
To: Schake, Krist ina (HHS/IOS) <Kristina.Schake@h hs.gov>
Cc: Rhett Buttle <rhett@publicprlvat estrategies.com>; Kristi Martin
<krist i@publicprivatestrat egies.com>; Tammy Halevy <tammy@publicprivat estrategies.com>; Ch ris
Landrigan <chris@publicprivat est rategies.com>
Subject: Re: TOMORROW: Reimagjne Main Street Initiative Launches Campaign to Support Small
Good Morning, Kristina!
We are so excited that you are joining us today. I wanted to reach out to make sure you had everything
you needed to join us. Additionally, we know sometimes technology can be a hindrance. (lol) Are you
able to provide us with a phone number we can reach you in case something prevents you from
connecting to the zoom platform?
Again, thank you so much for joining us today!
-Renee
On Mon, Apr 5, 2021 at 3:56 PM Renee Johnson <[email protected]>wrote:

Hi Kristina,
Thank you so much for participating in the event tomorrow at 2 pm EDT. We ask that
you join us around 1:30pm EDT to ensure you are able to access the zoom
platform. Please use this li nk to join our webinar. We are excited for you to be
joining us and hundreds of small business owners to talk about the importance of
getting vaccinated.
Ahead of the webinar for background purposes, please feel free to take a look at this
article which discusses the impact of small businesses being a central influencer to
helping with economic recovery and being essential to rapid and far-reaching
vaccination strategy.

You will be speaking toward the beginning of the call which is the launch of our
Reimagine Main Street Small Business Vaccine Leader campaign (logistic
information is below). The goal of the campaign is to engage with small business
owners, specifically business owners of color, as trusted members of their
communities and harness that trust to increase vaccine access, bolster vaccine
confidence, and promote vaccine equity. Since you are the first speaker we would
love for you to set the stage on all the important vaccine news and developments.
Here are some suggested points that would be useful to the audience:
• Set the context for all exciting activities and developments from the
Administration (e.g., vaccines are safe and effective, new 100-day goal,
National Public Health Week, Administration's work to expand the number of
vaccination sites).
• Speak to the importance of small businesses in reaching the goals set,

including the private sector and business owners to help with public education
on the COVID-19 vaccines.
• Talk about the Community Corps and give some ideas for how people
can help with vaccine efforts. As a reminder Reimagine Main Street is a
founding member of the Community Corps, and today we are announcing
hundreds of small business owners that have signed a pledge to be Small
Business Vaccine Leaders. These small business owners have pledged to do a
number of activities, such as getting the vaccine when it is their turn and letting
others know why they chose to be vaccinated, providing incentives to
employees to get vaccinated, and continuing to follow guidelines for masking
and social distancing.
We are also releasing the results of a survey tomorrow. Reimagine Main Street and
its partners theU.S Black Chambers, Inc., theUnited States Hispanic Chamber of
Commerce, andNational ACE fielded a national survey from February 3- March 23,
2021 , to fill the gap in insights into attitudes and preferences of small employers,
especially AAPI-, Black-, Hispanic- and Native-owned small businesses. Here are
the key takeaways that might be helpful as you prepare your remarks.
• Vaccines are on the Minds of Most Small Employers &Their

Employees: The majority of small employers (64%) say it is very important
that their employees get vaccinated and more than half of small employers say
their workers are turning to them with questions. More than 80% of small
employers report having informal conversations with their workers abo.ut
vaccines and more than half (56%) of small employers in the survey have had
formal conversations including staff meetings, and one-on-ones with
employees.
• Small Employers Want Employees to Get Vaccinated so They Can Get

Back to Business; Willing to Help Make it Happen: The majority (83%) of
respondents are willing to encourage and incentivize employees to get

vaccinated, with AAPI and Black small employers most likely to act. Almost one
in five (19%) of all small employer respondents intend to mandate the vaccine
for their employees. More than one in four (45%) small employers plan to give
workers paid time off to get vaccinated, rising to more than half (53%) of AAPI
small employers.
• Small Employers Want Science-Based Guidance for Employees and

Community; Eager to Work with Trusted Partners: More than half (55%) of
respondents say they would use free or low-cost resources to provide guidance
and information about COVID-19 vaccines with the CDC and FDA the top two
preferred sources for information. More than one quarter (27%) of all
respondents are not currently working with the local health department or
chamber of commerce on pandemic response but wou ld like to be.
ABOUT REIMAGINE MAIN STREET
Small businesses and their workers must rebound from the COVID-19 crisis so that
communities thrive and the benefits ripple throughout the economy. We are a multi-
stakeholder, cross-sector initiative focused on advancing and uplifting innovative
solutions to ensure that Main Street is at the center of our recovery. Reimagine· Main
Street is a project of Public Private Strategies.
PRESS
This briefing will be on the record and media may be present. We will send a recording
of the briefing to all registrants and publish it on Reimagine Main Street's website social
media platforms.
AGENDA
Time Event
1:·30
All speakers on zoom
PM
2:02 Renee Johnson begins the webinar and introduces Rhett Buttle and
PM introduces Tammy Halevy (Rhett shares goal of why we are here today
provides high-level information regarding RMS and campaign)
2:05
Tam my provides highlights of the survey
PM
2:15 Renee introduces official from Biden-Harris Administration

PM
2:17 Kristina Schake, Counselor to the Secretary for Strategic Communications,

PM U.S. Department of Health and Human Services provides remarks
2:3.2 Renee introduces panel -- discussion

PM Views from the field
• • Cindy Ramos-Davidson, CEO of El Paso Hispanic Chamber of
Commerce
• • Ginger Torres, PPE for Navajo First Responders, Phoenix, Arizona
• • Patty Gentry Young , Owner of Young Hair Salon, Springfield, Ohio
• • Shaunde/1 Newsome, Chairman of the Board, Urban Chamber of
Commerce Small Business Owner- Moderator
• • Masaru Torito, Family Small Business Owner, Kokoro Restaurant, Denver,
Colorado
2 :50
Renee Wrap up - Reiterate materials available
PM
3:00
Webinar Ends
PM
Speaker Bios
Image removed by sender.

Rhett Suttle- Founder, Public Private Strategies &National Business Advisor to Biden for
President
Rhett Suttle is the Founder of Public Private Strategies, a consulting firm that js
exclusively focused on where the public &private sectors meet. The firm is a leader in
engaging business leaders -from the small business community to the Fortune 100- in
the most pressing policy issues of the day. Rhett is also a Senior Fellow at The Aspen
Institute in the Financial Security Program. In his role at Aspen, Rhett focuses his efforts

on advancing the innovative Reconnecting Work and Wealth Initiative - a cutting edge
effort at the Aspen Institute that engages several of the Institute's largest policy
programs and their stakeholder networks in an ambitious re-visioning of the ways that
21st Century labor and financial markets can deliver inclusive growth and shared
prosperity. During the 2020 Presidential campaign, Rhett served as the National
Business Advisor for the Biden-Harris campaign.

Tammy Halevy
Senior Advisory
Reimagine Main Street
As a Senior Advisor to Public Private Strategies, Tammy Halevy works with clients to
develop high-impact solutions. Tammy brings a rare combination of experience, skills,
and passion to this work. For more than twenty years, she has worked across Fortune
100 companies, small nonprofit organizations, philanthropy, and government.
Prior to joining PPS, Tammy spent nearly a decade as the Senior Vice President of New
Initiatives at a national nonprofit organization focused on creating economic opportunity
for underserved entrepreneurs. In this role , she published award-winning research
reports, formed groundbreaking cross-sectoral partnerships, and launched a new
company with $1M in seed money from a competitive Innovation Challenge sponsored
by the US Treasury's CDFI Fund.
Tammy was also a consultant at McKinsey &Company, whereas part of the corporate
finance and strategy practices, she led client and research projects primarily focused on
reaching new markets and structuring complex partnerships. Early in her career she
also held positions in the US House of Representatives, The Overseas Development
Council, and Kroll Associates.
Tammy received a Masters Degree in Law and Diplomacy from The Fletcher School at

Tufts University and a BA from The Johns Hopkins University. She lives ih Washington,
DC but still considers Texas as home.
Image removed by sender . Im age removed by sender_

Patty Gentry Young and her sister Debbie Woods
Owner of Young Hair Salon, Springfield, Ohio
Young Hair Inc. , a full-service salon, specializing in hair replacement for those
experiencing hair loss, is owned and operated by Patty Gentry Young was recruited to
enlist in the fight against the coronavirus. Long active in Springfield's minority
community, Patty and her sister Debbie Woods have joined the effort to convince along
with actually scheduling minorities to receive the vaccine for COVID 19. Going back to
the 1990s, Patty has a long history of being involved in the community of Springfield ,
OH Patty was recruited to work with cancer survivors through the "Look Good, Feel
Better" program and remained with the program for more than 20 years. Working with
the program convinced her that more needed to be done when it came to cancer
prevention in the black community. This led Patty to recruit women in the minority
community to form Sisters United for Prevention with a mission to heighten awareness
regarding cancer prevention. In addition to being the founder, Patty serves as the
president of Sisters United for Prevention. Currently, Patty serves on the African
American Community Fund Advisory Committee of the Springfield Foundation, Mercy
Hospital's Health Foundation, and is a former board member of the Springfield
Metropolitan Housing Authority. As an active member of her church, Covenant United
Methodist Church, Patty serves as the president of the United Methodist Women. She is
also a member of the Springfield section of the National Council of Negro Women and
the Springfield Unit of the NAACP.


Renee Johnson
Senior Advisor
Reimagine Main Street
As a Senior Advisor to Public Private Strategies, Renee Johnson develops innovative

strategies for clients to impact the conversation surrounding small business needs with
a focus on access to capital, especially to small business owners of color while
advocating and creating partnerships and opportunities to provide educational
resources for their businesses to thrive. Renee has over fifteen years of experience
where she served in numerous roles focusing on her passion to have more women of
color enter politics and policy~ entrepreneurship, leadership, and advocate for
themselves.
Prior to joining PPS, Johnson served in government affairs positions at several small
business advocacy organizations, including the Main Street Alliance and Small
Business Majority. In those roles, she networked and cultivated unique partnerships
with business leaders, civil rights organizations, chambers of commerce, foundations,
and corporations to increase awareness and advocacy around small business needs.
She also has experience in galvanizing government agencies and private industry to
create solutions and innovative programs to address issues that impact small business
owners within Black and minority communities., such as access to capital.
Johnson's career includes her tenure of serving as the Training Director at The United
State of Women, where she provided women across the country with opportunities for
personal, professional, and political advancement. She also served as the District of
Columbia Department of Human Services Director of Legislation and Policy in a variety
of roles supporting the Chairman of the Council of the District of Columbia. Johnson
began her career on Capitol Hill working for U.S. Representative Bobby Rush and
Senators Roland Burris and Richard DurbinJ
In 2019, Renee was appointed by District of Columbia Mayor Muriel Bowser to her
Financial Services BlockChain Board and previously served the Advisory Commissron
on Caribbean Community Affairs, received the District of Columbia Council Cornerstone
in the Community Award and was named one of the "13 Caribbean American Women in
Politics You Need to Know." In 2017, she received the "Rising Star Award" from
Campaigns and Elections Magazine. She was recently profiled in Forbes and Essence

Magazihes for her achievements, Where she emphasized the importance of getting
more women of color into politics, entrepreneurship and advocacy.
Shaundell Newsome ltnage removed by sender.

Founder, Sumnu Marketing
Chairman of the Board, Urban Chamber of Commerce
Shaundell Newsome became an entrepreneur at the age of 14 while attending the High
School of Graphic Communication Arts in Manhattan when he started a graphic design
company creating tape covers, invitations and fliers for events. In 2006, he founded
Newsome Marketing Enterprises in Nevada to serve small businesses. Two years later,
the Small Business Administration recognized Mr. Newsome as Nevada Small Business
Champion of the Year.
Today, Mr. Newsome is the Visionary and Founder of Sumnu Marketing, which was
SBA Nevada Family Owned Business of the Year 2015. Mr. Newsome successfully
transitioned his daughter, Tiara Flynn, an Air Force veteran and the firm 's first intern,
into the role of firm's principal owner and CEO, allowing hitn to focus on mentorlng and
championing small business owners nationally.
Mr. Newsome is an Air force veteran and author of The Twelve Steps of Marketing! A
Perfect Guide to Branding. Mr. Newsome is an instructor for the SBA Boots to Business
program and Nevada SBDC NxLevel for Entrepreneurs. He is Chairman of the Board
for the Urban Chamber of Commerce Las Vegas and an Advisory Board member of the
Nevada SBDC.

Cindy Ramos-Davidson Image removed by sender.

CEO of El Paso Hispanic Chamber of Commerce
Cindy Ramos-Davidson has been the Chief Executive Officer of the El Paso Hispanic
Chamber of Commerce for the past 23 years. Ramos-Davidson is a bold and dynamic
executive leader who has taken the organization she manages to astounding new
heights. Her encouraging and empowering leadership reflects on the vast variety of
achievements and recognitions she has received throughout her 44-year chamber
career.
The accomplishments achieved by the organization under Ramos-Davidson 's 23-year

leadership have garnished local, state, and national attention and recognition . Ramos-
Davidson is an active participant with the U.S. Hispanic Chamber of Commerce
(U.S.H.C.C.) and has had a seat on the U.S.H.C.C. President's Advisory Council. The
brilliant combination of both a director and organization have received 2008, 2009,
2010, 2017, and 2019 U.S .H.C.C. Large Chamber of the Year Award, as well as the
U.S.H.C.C. Chief Executive of the Year Award in 2008, 2009, and 2010.
Additionally, the combination of both a leader and organization has proven to be a

winning match at a state level. The El Paso Hispanic Chamber of Commerce has won
the TAMACC Texas Large Hispanic Chamber of the year in 2003, 2009, 2010, 2012,
2014, 2015, 2016, 2017, 2018, and 2019. Respectively, Ramos-Davidson herself won
the TAMACC Chairman Leader Award in 2006. Being at the forefront has allowed
Ramos-Davidson to take the organization she manages to higher levels each additional
year. She was named the first recipient of The Joe M. Rodriguez Leadership Award for
her forward-thinking and steadfast dedication to the Chamber and our community's
small, minority, women, and veteran-owned businesses. In 2014 Ramos-Davidson was
named as one of the Women of Impact, in 2019 she was named the Minority Business
Development Agency Advocate Of The Year Champion . In 2020 Ramos-Davidson was
named Women In Business Champion of the Year at the SBA Small Business week
ceremony.
Aside from championing small minority, veteran, and women-owned businesses,

Ramos-Davidson has been and continues to be a significant leader and an excellent
role model to the general El Paso community. She was appointed to the State of Texas'
September Production 1 n
Military Support Task Force by Governor Greg Abbott in 2019. She was also appointed
to be on the El Paso Federal Reserve Bank of Dallas Board of Directors for six years.
Two of those years, 2012 and 2013, she served as the Chair of the highly esteemed
national institution of the Eleventh District. Ramos-Davidson serves in various
Community Organizations in an advisory capacity.
In all , Cindy Ramos-Davidson's ultimate mission is evident throughout her career. She
has played an integral role in championing the business community. Every effort she
puts forth has been in order to improve and advance the borderland' s economy. Her
dedication to entrepreneurship, her commitment to business development, and her
overall passion for the El Paso community have driven her to accomplish the
remarkable. Even with a 23-year tenure, Ramos-Davidson's vision for all that can be
reached is still in progress. Always looking towards the future , the borderland business
community is an everlasting prospect of opportunities.
Cindy Ramos-Davidson is married to Robert Davidson of 26 years and they are very
proud of their 24-year-old daughter Sarina Lora Davidson, who works at the Ft. Worth
Hispanic Chamber in Ft. Worth, Texas.
image removed by sender.

Mas Torito
Family Small Business Owner
Kokoro Restaurant, Denver, Colorado
My name is Mas Torito. My family started Kokoro Restaurant. a Japanese restaurant

specializing in quick, casual , but fresh traditional Japanese food, in 1986. I have been
running them on my own since 2008. We have two locations in the Denver metro area.
A big part of our success has been in part because we see ourselves as part of the
community. We have many long-term employees, including some that have been with
us for over 30 years, we buy local ingredients when possible and we participate and
help fund local schools, churches, and other community groups.

In my free time, I have a passion for golf, skiing, and enjoying walks with my wife and
our two dogs. Backpacking trips in the Rocky Mountains is my way of recharging. I
personally can't wait to be able to return to some of our favorite social activities, like
Denver Bronco football games and concerts at the famous Red Rocks Auditorium!
X
Ginger Torres
PPE for Navajo First Responders
Phoenix, Arizona
Ginger Sykes Torres is Dine (Navajo), T6dich 'ii'nii (Bitter Water Clan) born for
Bilagaana. She was born on the Navajo Nation in Tuba City and raised in Mesa,
Arizona. Ginger is a graduate from Stanford University with a degree in the Earth
Systems Science Program.
Ginger is a certified environmental planner with a focus on land use, renewable energy,
sustainability, and climate resilience and has worked on projects for government
agencies, utilities and developers. Ginger has recently started her own small business,
Shikeyah LLC, for her environmental consulting work. Ginger currently serves as Vice-
Chair for the City of Phoenix Environmental Quality and Sustainability Commission and
is the Chair of the Commission's Urban Heat Island Subcommittee. She is also a
member of Phoenix Mayor Kate Gallego's Rio Salado Advisory Committee which aims
to make the city an epicenter of sustainable development.
Ginger is a leader in Arizona's prominent non-profit community and arts organizations.

Ginger is a Trustee at the Heard Museum, where she serves on the American Indian
Advisory Committee. She also co-founded and serves on Ballet Arizona 's Tribal Nations
Advisory Council--which aims to explore ways to engage local Native American
communities in Native dance and ballet. As a member of the Board of Directors of the
Ronald McDonald House Charities of Central and Northern Arizona (RMHC) Ginger
serves as an advocate for Native American families needing a "home-away-from-home"
while their children receive treatment at pediatric centers in metropolitan Phoenix. She
is also a Girl Scout Troop Leader.
Ginger also serves as a grassroots advocate for issues affecting Native American
communities throughout Arizona. In March of 2020, Ginger co-founded the COVID relief

group PPE for Navajo First Responders to deliver critical PPE and sanitization supplies
directly to frontline workers on the Navajo Nation. Recently, Ginger has partnered with
the Navajo Hopi Covid -19 Relief group to develop a COVID-19 social media campaign
to encourage Navajo and Hopi community members to get COVID-19 vaccinations.
Because of her COVID-19 relief work, Ginger was named to Valley Leadership's Ready
Together Program to help find innovative ways to make an impact in Arizona's response
to COVID-19.
In the 2020 election, Ginger formed a grassroots initiative called Dine4Biden (Dine is
the Navajo word for Navajo) to help boost Navajo enthusiasm for the Biden/Harris and
Mark Kelly coordinated campaign in Arizona. The goal was to get Natives, both on
reservations and in urban areas, excited about the election and their power to make a
change. Ginger worked closely with the Biden/Harris campaign, local government
officials, and Navajo politicians, and community leaders on social media outreach and
organize a series of car parades to the polls in Phoenix and throughout the Navajo
Nation. Ginger continues to engage with state and national political organizations to find
ways to keep Native voters engaged all the time and to make sure that there are
resources at the local level to make sure that happens. She also serves on the
Maricopa County Democratic Party's Education Committee.
Ginger was selected as one of 31 honorees for the 2020 ''Phoenix Herstories" Project
by the Phoenix Arts &Culture and Women's Commissions. Phoenix Herstories was a
2020 centennial celebration of a woman 's right to vote and included video installations,
online photography exhibits, and curricular guides for schools.
As a high school student, Ginger was the first female to win a world title at the Heard
Museum'.s World Championship Hoop Dance Contest in 1997. Ginger's groundbreaking
style was the first to incorporate modern dance and gymnastics elements into the hoop
dance, and her victory paved the way for female hoop dancers of all ages. In a unique
partnership with Ballet Arizona, she currently teaches the hoop dance to Native
students via Zoom classes.
Ginger and her husband, Javier Torres, live In Phoenix. They have three small kids, two
small dogs, and one small cat.
Social Graphics
Please use #swhen postihg: #Smallbizleaders
Our social media accounts

Twitter: @PubPrivStrat
Linked In: @ PublicPrivateStrategies
Facebook: @PublicPrivateStrategies
lnstagram: Smallbizfuture

X X
Image removed by sender. Image
removed by sender. Image removed by sender.
X X
Image removed by sender. Image
removed by sender. Image removed by sender.

X
On Mon, Apr 5, 2021 at 9:41AM Schake, Kristina (HHS/IOS) <[email protected]>wrote:

Happy to do it!
From: Rhett Buttle <[email protected]>

Sent: Monday, April 5, 20219:40 AM
Cc: Kristi Martin <[email protected]>; Renee Johnson
<renee@publicprivatestrategies .com>; Tammy Halevy <tammy@publicprivatest rategies.com>
Subject: Re: TOMORROW: Reimagine Main Street Initiative Launches Campaign to Support Small
Thanks, friend . Kristi and Renee are going to pull together everything for you and send
it over soon!
Thx for doing this, RB and "see" you tomorrow!
Rhett Suttle

lnline image 1
www .hlublicprTvatestrateqies.com
C: 702 bt(6 I
On Mon, Apr 5, 2021 at 8:06AM Schake, Kristina (HHS/IOS) <Kristina [email protected]>wrote:

Thanks for sending Rhett. Could you resend me the calendar invite for t omorrow so I have t he right
info? Also do you want me to show slides or better to just talk? I was going t o give an overview of our
COVID-19 Communit y Corps program.
From : Rhet t Buttle <[email protected]>

Se nt: M onday, April 5, 202 1 8:59 AM
Subject: TOMOR ROW: Reimagine Main Street Initiative Launches Campaign to Support Small Business
Owners as Covid-19 Vaccine Leaders to Help Workers, Community, and U.S. Economy
Image removed by sender. Reimaine.pn

FOR IMMEDIATE RELEASE: AprilS, 2021
CONTACT: Kristofer Eisenla, LtJNA+EJSENLA media
[email protected] j202f b•(6, !mobile)
MEDIA ADVISORY: TOMORROW, TUESDAY @2PM ET
Reimagine Main Street Initiative Launches Campaign to

Support Small Business Owners as Covid-19 Vaccine Leaders
to Help Workers, Community, and U.S. Economy
Event will include discussion with small business owners andfindings
from 3000+ small employers survey ofpel·ceptions on vaccines, including
breakdown of business owners of color
WASHINGTON, D.C.- Tomorrow, on Tuesday, April 6, Reimagine Main Street CRMS). a
project of Public Private Strategies will launch a public awareness initiative to support small
business owners in being leaders with the Covid-19 vaccines with their employees and in their
community. As part of the effort, Reimagine Main Street will:
• • Release results of a national survey of small employers fielded in conjunction with the U.S. Black
Chambers Inc., U.S. Hispanic Chamber of Commerce, and the National Asian American Chamber of
Commerce;

• • Hear from several diverse small business owners who are working on this issue;
• • Launch an education and outreach effort (including tools and tips sheets for AAPI, Black, Latin(x),
and Native small employers) to encourage more smaJJ business leaders to promote vaccinations for
their workers and commun ities; and
• • Announce the commitment of hundreds of small business leaders who are taking action in their
communities.
The event will include a discussion with small business owners who are vaccine leaders in their
local communities, as well as findings from a recent survey conducted by RMS of more than 3,300
small business owners from across the country. The survey results provide a glimpse of how small
business owners view the vaccines and their plans for themselves and their workers.
Members of the media are encouraged to attend.

EVENT DETAILS:
WHAT: Virtual briefing hosted by Reimagine Main Street launching an initiative to support small
business owners and including a panel discussion.
WHO:
• • Biden Administration Representative (invited)

• • Cindy Ramos-Davidson, CEO, El Paso Hispanic Chamber of Commerce
• • Patty Gentry Young, Owner ofYoung Hair SaJon, Springfield, Ohio
• • Shaundell Newsome, Chairman of the Board, Urban Chamber of Commerce and Small Business
Owner, Las Vegas, NV
• • Mas Torito, Owner, Kokoro Restaurant, Denver, CO
• • Ginger Torres, Co-Founder, PPE for Navajo First Responders, Phoenix, AZ
• • Tammy HaJevy, Senior Advisor, Public Private Strategies
• • Rhett Butt1e, Founder, Public Private Strategies and Former Director of Private Sector
Engagement, Department of Health &Human Services
WHEN: TOMORROW, Tuesday, April 6, at 2:00 PM ET
WHERE: RSVP to [email protected] and you will be provided the details for
joining the event. Please sign in 10 minutes before the event is scheduled to begin.
###
About Reimagine Main Street

Small businesses and their workers must rebow1d from the COVlD-19 crisis so that communities thrive and the benefits ripple
throughout the economy. We are a multi-stakeholder, cross-sector initiative focused on advancing and uplifting innovative
solutions to ensure that Main Street is at the center of our recove1y. Reimagine Main Street is a project of Public Private StTategies.
About Public Private Strategies

Public Private Strategies (PPS) creates opportunities wl1ere the public and private sectors meet. We bring to?,ether diverse allies
including foundations, associations, corporations, small businesses, and entrepreneurs to solve pressing societal challenges. By
harnessing the power of the private sector, we build coalitions, activate campaigns, and create strategic partnerships to drive
desired policy and market outcomes.
Recipient: Rhett Suttle <[email protected]>;

Renee Johnson <[email protected]>;

Kristi Martin <[email protected]>;
Tammy Halevy <[email protected]>;
Chris Landrigan <[email protected]>;
Aaron Tallent <[email protected]>
Sent Date: 2021/04/06 10:47:11
Delivered Date: 2021/04/06 10:47:48

Page 1B7 10 ~ge 1fc
Wot11helil purwarn to exemption Obtained via FOIA by Judicial Watch Inc.

ib)(51
of the Freeoom cl lnfvrmarlon Act

Page 197Io ~ge 205
Wothhelel pur9.r..rn to el<empllon Obtained via FOIA by Judicial Watch Inc.

ib)(5i

O'Connell, Dawn (HHS/IOS) /o=Exehangelabs/ou=Exehange Administrative Group

To: ( FYDIBOHF23SPDLT)/en= Recipients/ en= 18214a8832Sa46739f963e2056d46ed 1-0'Connell,
<[email protected]>
Bousbar, Sabrina (OS/ASPR/10) /o=Exehangelabs/ou=Exehange Administrative Group
CC: ( FYDIBOHF23SPDLT)/en= Recipients/en =c3b36feca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Subject: Info Dr. cardona
Date: 2021/04/06 08:22:20
Priority: Normal
Type : Note
Dawn, attached is more information about the Community Corps for Dr. Cardona.
First is the slide deck about the Community Corps that Dr. Murthy presented at last week's White House
Task Force meeting and an overview of the Community Corps program.
Below are a few more Community Corps resources if they are helpful-
Community Corp Social Media Toolkit:

https://wecandothis.hhs.gov/covid-19-community-corps-social-media-toolkit
Here is a link for Brand resources:

https://wecandothis.hhs.gov/campaign-visual-guidelines-and-artwork
WCDT Toolkit
O'Connell, Dawn (HHS/IOS) /o=Exehangelabs/ou=Exehange Administrative Group

(FYDIBOHF23SPDLT)/en= Recipients/ en= 18214a8832Sa46739f963e2056d46cd !-O'Connell,
ectpten : Bousbar, Sabrina (OS/ASPR/10) /o=Exehangelabs/ou=Exehange Administrative Group
(FYDIBOHF23SPDLT)/en= Recipients/ en =e3b36feca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Se nt Date: 2021/04/06 08:21:47
De live red Date : 2021/04/06 08:22:20

COVID-19
Public Education
Campaign
IS-
Goals
1. Educate on how 2. Build trust in vaccines 3. Increase awareness
to protect yourself & slow with accurate information about how to get
the spread of COVID-19 from trusted sources vaccinated when ready

Role of trusted messengers

Trusted community members: essential for health education & empowerment
informationAddress mis- and disinformation Create a feedback loop for
providers and patients
w I :e:
, JL o
-
••• d.1>
~
t~
• •
Friends
'l®
Pharmacists Nurses
&&&
Faith Community

-- -
- --
- - - - - - - - - - - - - -
i
1
COVID-19 Community Corps
• Galvanize trusted voices in

communities Provide toolkits
& resources to organize &
educate Receive
scientific updates,
infographics, factsheets, &
tools on ways to help people
get registered and vaccinated

What is the COVID-19 Commtmity Corps?

The COVID-19 Community Corps is a program through the U.S. Department of Health and Human
Services and Centers for Disease ContTol and Prevention to share science-based infmmation directly with
community organizations and Americans across the country to empower them to deliver messages in the
fight against COVID-19 and share the imp011ance of vaccinations in their community.
The mission of Communhy Corps

The Commtmity Corps will be comprised of trusted voices in communities across the country, and the
Administration will regularly share updated public health infonnation and resources for them to use wiU1
their communities to help get friends , family, and followers vaccinated. The program will provide toolkits
and resources for Community Corps members to organize within their networks, communities, and more
to help build vaccine confidence throughout the country. Community Corps members will receive
weekly updates on the latest scientific and medical updates, FAQs about the vaccine, social media
suggestions, infographics, fact sheets with timely, accurate infonnatioo, and tools on ways to help people
get registered and vaccinated.

As a member, you'll receive timely, accurate information to share with your fami ly, friends, and
neighbors. By encouraging them to get vaccinated, you 'll help protect them - and allow all of us to safely
gather together again. As a Corps member, you'll get resources to help you build vaccine confidence in
your community, including:
• Fact sheets on vaccine safety, tips on how to talk with friends and family about the importance of
vaccination, and hints for planning and attending community events
• Social media content to share with your followers
• Regular email updates with the latest vaccine news and resources to share
Wby is it important you join us?

We are at a pivotal point in the pandemic-- getting Americans vaccinated as quickly as possible is tl1e
path out of this crisis. But to be successful, people must be ready and willing to roll up their sleeves when
the vaccine is available to them. We recognize the importance of people across the country bearing from
local voices and trusted messengers on the safety and efficacy of COVID-19 vaccinations. That's wby the
Biden-Harris Administration and Department of Health and Human Services is working to pattner with
ttusted messengers like you to launch the COVID-19 Community Corps.
Next Steps
We have overs 2,500 COVID-19 Community Corps members from orgarrizations to individuals and you
can join us too! Sign up at hhs.gov/covi<lcommunitycorps
Change your Facebook Profile Photo Frame to join the We Can Do This Campaign!
• Go to www.faccbook.com/pro(ilcpicfrarnes
• Search for 'We Can Do This' and select the frame you want to use
• Click 'Use as Profile Picture' to save
April Sthi 2021

Rowe, Courtney {who.eop.gov) /o=Exehangelabs/ou=Exehange Administrative Group

( FYDIBOHF23SPDLT}/ en= Recipients/ en =41b47ea45d764 3f1 bd9cda20879db37d-Contact_b50
j{bX6l f!lwh~~l.l.lW::--..
To: Berner, kate EOP/WHO bJ{6) who.eop.gov> ;
Wakana, Benjamin (who.eop.gov /o= Exehangelabs/ou=Exehange Administrative Group
(FYDIBOHF23SPDLT en= Recipients/ en= 766a559ed890417abc6b3df0eb2fl 509-Contaet_807
{b)(6) who.eop.gov>
CC: (FYDI BOHF23SPDLT}/en=Recipients/cn=c3b36feca26340edb30d531829Sd8da7-Bousbar, Sa
<[email protected]>
Subject: CCC First Email Today - For Your Review
Date: 2021/04/ 08 08:49:15
Priority: Normal
Type: Note
Attached is our proposed first Community Corps email blast, wh ich we are set to send today. The
operations have been worked out to do it at HHS. Dr Murthy has edited and signed off and OSG is
reviewing now. Please let us know if you have any f lags or edits.
Rowe, Courtney (who.eop.gov) /o=Exehangelabsjou=Exehange Administrative Group

(FYDIBOHE23SPDLTy en=Recipients/en=41b47ea45d7643flbd9eda20879db37d-Contact_b50
~b){6) _who.eop.gov>;
Berner, Kate EOP/WHO l b)(6) ~who.eop.gov>;
R . . t· Wakana, Benjamin (who.eop.gov) / o-Exehangelabs/ou=Exehange Administrative Group
eclplen . r DTBOHE23SODI T\len=RecipientS/Cn=766a559cd890417abc6b3dfOeb2f1509·COntact 807
-~ ~~~; -
<[email protected]>
Sent Date: 2021/04/ 08 08:48:20
Delivered Date: 2021/04/08 08:49:15


CC· Kimberly Christman <[email protected]>;
• Erin Piepenbrok <[email protected]>
Subject: RE: COVID-19 Community Corps
Date: 2021/04/15 10:44:39
Priority: Normal
Type: Note
Hi Kimberly and Erin. Just wanted to follow back up on our request. Evaluation Only. Created with
Aspose.HTML. Copyright 2013-2020 Aspose Pty Ltd.cing on Monday called We Can Do This Live? The
program
From : Jamie Kronfeld <[email protected]>

Sent: Monday, April 5, 20219:17 AM
<[email protected]>
Subject: Re.: COVID-19 Community Corps
Hi there- she's happy to lend her name to this. I'm heading on Mat leave later this week so the team on
cc will continue to see this through.
Get Outlook for iOS

Sent: Wednesday, March 31, 2021 5:27:05 PM
<[email protected] >
Of course. There is no rush for tomorrow. No need to be in the release- we can discuss later. I would
love to explain the program, answer your questions and talk about ideas of things we can do
tomorrow. Let's talk next week.
From: Jamie Kronfeld <Kronfeld@sunshinesachs .com>

Sent: Wednesday, March 31, 2021 5:25 PM

Can you let us know who else was invited to participate in this? If we're unable to lend our name to the
press release tomorrow, but we are able to participate down the road with the social activation you
mention, is that a possibility? Th inking through various scenarios as she is currently on set.
~-----~1 136 Madison Avenue, 17th Floor. New York, NY 10016

To: Jamie Kronfeld <Kronfeld@sunshinesachs .com>
<[email protected]>
Just Goldberg and Al.onzo so far, although we have other invitations out today.

Cc: Kimberly Christman <ki [email protected]>; Erih Piepenbrok
<[email protected]>
Subject: Re: COVID-19 Community Corps
Can you share if any other individuals are being included?
Get Outlook for iOS

Sent: Wednesday, March 31, 2021 9:29:52 AM
<[email protected]>
Unfortunately I can't send the White House press release ahead of time, but the news about the
Community Corps leaked out and Politico wrote about it yesterday. 1 am pasting the article
below in case it is helpful. Individuals who have committed so far are Wboopi Goldberg and
Cristela Alonzo. Thank you!
Biden administration builds volunteer network to boost vaccine confidence

Politico II Adam Cancryn
03/30/2021 01:08 PM EDT

The Biden administration is creating a network of outside health experts and community leaders
charged with building trust in coronavirus vaccines, as the shots become available to the entire adult
population, according to documents obtained by POLITLCO.
The all-volunteer group- dubbed the Covid-19 Community Corps- would amplify the government's
vaccine messaging within their own communities, and lead on-the-ground efforts to combat skepticism
and misinformation.
The new program, set to be unveiled Thursday, comes as the administration's focus shifts from
expanding supply of the shots to ensuring people seek them out as soon as they're able.
HHS and the CDC will oversee the initiative, which will provide the volunteers with weekly factsheets,
FAQs and other talking po ints that they'd be expected to promote on social media and distribute within
their own networks.
The group's members will also participate in virtual events aimed at building vaccine confidence, and
eventually host their own vaccination drives, according to fact sheet sent to health experts and medical
surrogates.
"The Covid-19 Community Corps will be an effort to galvanize trusted messengers- doctors, nurses,
faith leaders, rural stakeholders, leaders across the country ln local communities - to encourage people
to get vaccinated," White House Covid response official Ben Wakana wrote in an accompanying
message obtained by POLITICO that encouraged them to become "found ing members."
Neither HHS nor the White House would comment on how many Corps members the admlnistratlon is
hoping to recruit, or who it has already slgned up.
But the effort is part of the administration's broader push to target specific vaccine-skeptical
populations and recruit messengers who can convince Americans to get the shots. Those messengers
are likely to include a range of organizations and people both inside and outside health care with ties to
key communities.
Polls show there is still stubborn resistance to vaccinations across various racial and ethnic lines,
including among African-Americahs and Latihos -as well as rural conservatives who may be less
ihclined to listen to Biden administration officials.
Federal officials have met privately for weeks with various community groups to discuss the vaccine
rollout and the resources needed to encourage people to get the shots .
The Corps' planned public rollout comes days after the government. debuted a broader "We Can Do
This" vaccination campaign designed to boost confidence with the shots. Corps members are likely to be
among the key faces of that effort.
The administration last week also pledged to funnel $10 billion from its $1.9 tri llion Covid aid package to
ramp up vaccinations in hard-hit and underserved communities and shore up t rust.

Subject: Re: COVID-19 Community Corps
And can we see the draft press release?
Get Outlook for iOS
From : Schake, Kristina {HHS/IOS) <[email protected]>

Sent: Wednesday, March 31, 2021 9:18:47 AM
To: Jamie Kronfeld <Kronfeld@sunshinesachs .com>
Hi Jamie. Thank you for writing back. A ll we are looking for tomorrow is to lend her name to
the White House press release, and then we would Jove to work with you over the coming
months to develop one great social media moment where we could have her interact with one of
our public health experts about the vaccine. \Ve would of course make that happen whenever It
worked with her schedule. One idea would be to have her do an Instagram Live with Dr. Fauci or
Dr. Corbett, the researcher who led the team that developed the vaccine.
We will rumounce the Community Corps membership at 6:30am tomorrow via a press release
from the White House, followed by a virtual event with Vice President Harris at 9:15 am. Groups
that wi ll be announced as members of the Community Corps include NASCAR, MLB, Faith in
Action, SEIU, the Hispanic Chamber of Commerce and the American Medical Association. 202
groups have committed to join.
Vice President Hanis' team mentioned that they thought she would be a great member of the
Corps given her advocacy on so many important issues. We would .love to work with her on
vaccine education and outreach if she is interested.
From: Jamie Kronfeld <Kronfeld@sunsh inesachs.com>

Cc: Kimberly Christman <ki [email protected]>; Erin Piepenbrok
<[email protected]>
Subject: Fwd: COVID-19 Community Corps

Hi Kristina,
I hope this email finds you well. We work with Eva Longoria here and reviewed the below. Would love to
get a bit more information around what you'd be looking for from her, how she could be most helpful,
as well as other notable folks who are participating. Her production schedule is quite intense over the
coming months as she prepares to direct her first feature film so I'm not sure all of the items that were
included in the attached will be feasible. Please let us know soonest and we will share with her.
Thank you!
Get Outlook for lOS
Begin forwarded message:
From: "Schake, Kristina {HHS/lOS)" <[email protected]>

Date: March 30, 2021 at 7:06:32 PM EDT
To: Shawn Sachs <[email protected]>
Subject: COVID-19 Community Corps
Thank you for the call Shawn. Attached is information about a program the White House will
announce on Thursday morning via press release, followed by a Zoom event with Vice President
Hanis- the COVID- 19 Community Corps. We are asking prominent Americans and
organizations from across the country to join the Corps and act as trusted messengers to reach
out to their memberships and communities with information about the COVJD-19 vaccine to
encourage Americans to get vaccinated.
We are at a pivotal point in the pandemic-- getting Americans vaccinated as quickly as possible
is the path out of this crisis. But to be successful, people must be ready and willing to roll up
their sleeves when the vaccine is available to them. We recognize the importance of people
across the country hearing from local voices and trusted messengers on the safety and efficacy of
COVID- 19 vaccinations and are asking prominent Americans to help us.
The Vice President's office specifically mentioned Eva Longoria as someone who they would
like to join
The request is to lend us their name tor the annotmcement, and then we would love to work
together on creative ideas to engage their followers in the coming months. One idea we would
love to explore with both of them is doing an Instagram Live with Dr. Fauci or Dr. Corbett, the
researcher who lead the team to develop the vaccine. We will send their teams weekly updates
on tbe latest scientific and medical updates, FAQs about the vaccine, social media suggestions,
infographics, factsheets with timely, accurate infonnation so they feel weJJ informed, but our
main request will be to build a few unique soc ial engagements with them.
Vice Presi dent Han-is is doing a Zoom to kick offthe Community Corps at 9:15am ET on
Thursday. If they would like to join we would of course love it. A few of the organizations that

have signed up to be announced on Thursday are NASCAR, Faith in Action, the American
Medical Association, and the Chamber of Commerce.
Sincerely,
Kristina Schake
COVID-19 Public Education Campaign Director
HI-IS
Jamie Kronfeld <[email protected]>;

Recipient: Kimberly Christman <[email protected]>;
Erin Piepenbrok <[email protected]>
Sent Date: 2021/04/15 10 :43:22
Delivered Date: 2021/04/15 10:44:39

COVID-19 Nat ional Public Educat ion Campaign

We Can Do This Engagement Ideas
education campaign, We Ca11 Do This, to increase confidence and uptake in the COVJD-19
We have reached a critical point in the pandemic- getting Americans vaccinated as quickly as
possible is our path out of this crisis. To be successful, Americans need to be ready and wiUing
Americans hearing from trusted messengers about the effectiveness and need to be confident
by reaching out to their communities to encourage vaccine confidence.

from organizations they know and trust, including businesses. HHS is a resource to provide
medical experts, the latest scientific information, data, infographics, and any other resource you
need to reach out to your customers and employees to build trust in the COVID-19 vaccines.
Use the We Can Do This Campaign

ourselves and our communities through increased vaccination and end the pandemic. All the
building vaccine confidence. Here are several resources and there are more on the We Can Do
This website -
• For Brand resources and guidel ine, check it out here.
• We Can Do This Campaign Toolkit, check it out here.
• Recent Ads from the Campaign, check it out here.
Join HHS' s COVID-19 Community Corps

The COVJD-19 Community Corps is a nationwide. grassroots network of voices people know
and thousands of 1ndividuals are joining the ranks every day to help iocrease vaccine confidence
and timely vaccination against COVID-19 in their communities. HHS provides all Corps
emails, to local and national events, to sharable social media and digital content.
Over the coming months, the COVID-1 9 P ublic Education Campaign Team at H HS along with
the COVID-19 Response Team at th e White House will be working together with prominent
members of the COVlD-19 Community Corps - organizations with large social followings,
celebrities and int1uencers- to host conversations with our national public health experts as well
as local medical professionals to answer direct questions about COVID-19, the vaccine, and
vaccinated. These engagements will constitute our "Sk1re the Mic' program and wiJJ allow us to
reach into targeted communities. Our goal w111 be to communicate directly and plainly w1th the
American public in the places where they consume content online: via content creators,

• Become a member of the COVID- 19 Community Corps to receive information, sign up
here .
• Collaborate and distribute COVID-19 Community Corps and We Can Do This
o We Can D o T his Toolkit
o Promoting your network to receive the weekly emails, here.
• Promote or host our COVID -19 Community Corps Event Series
• Host your own events on COVID-19 vaccine confidence or work with us to coordinate
Specific Ideas on Ways You Can Help Build Vaccine Confidence

Corporate Ideas
• Include We Can D o This and vaccine messaging through in-store a.nd point-of-purchase
promot1ons
• Place We Can Do This and vaccine messages on products
• Include vaccination informat ion in your direct email outreach to customers

• Create your own vaccination PSAs. social media videos and posts
• Donate paid advertising to vaccine awareness
• Include vaccine messages in your paid advertisernents
• Request that your paid influencers to dedicate channels to vaccine content for a 1-week,
focused window
• Host vaccination sites in retail spaces
• Offer discounts to vaccinated customers (e.g .. joint coupon opportunity for retailers,
credit card offers)
• Provide product giveaways to vaccinated customers (e.g., coffee/ donuts/tickets to theme
parks "vaccine days"/family reunions/ trips/ movie rickets/supporting a family reunion in
target states/free hotel nights or points; restaurant reservation access)
• Work vaccine messaging into your sponsored events
• Offer special store hours for those who are vaccinated
• Promote vaccine messages through your loyalty programs
• Release advance content for vaccinated audi'e nces
• Create merch or swag giveaways
• Conduct texting campaigns (e.g., from cell phone companies)
• Sponsor competitions for giveaways/events (e.g., college campus competition for
concerts)
• Create vaccinated apparel/merch
• Give your employees time off to be vaccinated
Media Company Ideas

• Promote vaccine messages on screen during top rated shows/ events (e.g., lower thirds I
infographics/voice overs/ signage on screen during primetime shows, sporting events,
award shows, and specials)
• Create content and offer dedicated airtime (e.g., storylines of shows; nightly
news/morning show specials about vaccinated individuals)
• Donate digital and TV ad space to vaccine content
• Create exclusive audience opportunities for vacci nated 'individuals (e.g., award shows.
sporting events)
• Encourage engagement from talent (e .g., talent getting vaccinated on camera, drop bys at
big vaccination sites, calling fans and audience members, spotlighting vaccinated
individuals during unscripted shows)

• Include We Can Do This and vaccine messages in product placement (using a cup/ shjrts
with website to sign up on morning shows/ late night)
• Place vaccine content placement on highest trafficked
• Produce specials highlighting vaccine content
Contact Us
We are here to be a resource to all organizations working to increase confidence in the COVID-
19 vaccines. For more information. please visit our website wecandothis.hhs.gov/ or contact us
directly.
Kristina Schake
HHS COVID-19 Public Education Campaign Director
[email protected]


SentVia: <[email protected]>
( FYDIBOHF23SPDLT)/cn=Recipients/ cn=564fa9ed5fe2444f91 f5f51 be8aca 19b-Schake, Kri
To: <[email protected]>;
Bousbar, Sabrina (OS/ASPR/10) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn=Recipientsjcn=c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<Sabrina. [email protected]>
Subject: FW: NAB Board and HHS COVID-19 Community Corps briefing
Date: 2021/04/19 12:04:47
Start Date: 2021/04/22 16:00:00
End Date: 2021/04/22 17:00:00
Priority: Normal
Type: Appointment
location: https://nab-org .zoom. us/j/82616766204?pwd =elh4bm1KMVBkYXZTRzJBZl N2ZWpSUT09&from=addon
Attendees: Schake, Kristina (HHS/IOS); Bousbar, Sabrina (05/ASPR/IO)
-----Original Appointment-----
Sent: Monday, April19, 202111:51 AM
To: Donilon, Shawn; Current NAB Joint Board of Directors
Cc: Current NAB Joint Board of Directors Assistants; EVP Only; Wright, Karen; Hurford, Monica; Hubbard,
Rob; Beall, Lynn; Alexander, Ramona; LaPiatney, Pat; Downs, Ben; Kaplan, Rick; Krening, Crystal;
McCreery, Patrick; Santrella Salem Media, David; Chris Cornelius; Hulvey, Michael; York, Dan; Patrick,
Larry; Marshall, Libby; Goodmen, Jimmy; Tarter, Michael; Ad kins, Hartley; Barr, Emily; Wertlieb, Jordan;
Matheny, Sam; Harris, Roger (Chickasaw); Oa kley, Ralph M .; Chase, Justin; Hanna, Dave; Lehman,
Michelle; Wilson, Christina; Dujuan, McCoy; Med ina, Bert; Warshaw, Jeff; Bustos, Amador; Tobey,
Margaret; Harper, Melinda; Darrell Brown; LeGeyt, Curtis; McElveen, Bill; Bradley, David; Neuhoff, Beth;
Towns, Dianna; Foster, Flynn; Smith, Gordon; Sook, Perry; Ripley, Christopher; Ca rty-Sipp, April; McRae,
Patricia; Keenom, Sue; Wood, Christopher; Smith, Dian; Laven, Michele; Fox, Susan; Wharff, John;
Hamilton, Joanne; Pollack, Joshua
Subject: NAB Board and HHS COVID-19 Community Corps briefing
When: Thursday, April 22, 2021 4:00 PM-5:00 PM (UTC-05 :00) Eastern Time (US &Canada) .
Where: https :/ /nab-
org.zoom. us/j/82 616 766204 ?pwd=el h4bm 1 KMVBkYXZTRzJ BZ1 N2ZWp5 UT09&from=addon
Shawn Donilon is inviting you to a scheduled Zoom meeting.
Join Zoom Meeting

https://nab-org.zoom .us/j/82616766204?pwd=elh4bmlKMVBkYXZTRzJBZ1N2ZWp5UT09&from=addon
Meeting 1o rb1<6J
Pa sscode ~;;_
(b~.:o;~;:==::;p;::::-
n e=-t=a:-::p~m o bile

+130~._:b_
J<6_J_ _ _ _ _ _ _ _ ___.! US (Washington DC)
=;;.:_-.~f ind your local number: https://nab-org.zoom.us/u/kbdj74txrw
Join by Skype for Business

https://nab-org.zoom.us/skype/82616766204
Sender: Donilon, Shawn <[email protected]>; <[email protected]>

( FYDIBOHF23SPDLT)/en= Recipients/ cn=S64fa9ed5fe2444f91 fSfS 1be8aca 19b-Schake, Kri
Recipient: <[email protected]>;
Bousbar, Sabrina (OS/ASPR/10) /O=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/ en= Recipients/ en =c3b36fcca26340edb30d531829Sd8da7-Bousbar, Sa
<[email protected]>
Sent Date: 2021/04/19 12:01:08
Delivered Date: 2021/04/ 19 12:04:47

From: Wakana, Benjamin L. EOP/WHO b){fi) who.eop.gov>

Wakana, Benjamin L. EO who.eop.gov>;
Saenz, Adrian EOP/WHO (b)(6) w o.eop.gov>;
( FYDIBOHF23SPDLT)/cn= Recipients/en =564fa9ed5fe2444f91 f5f51 be8aca 19b-Schake, Kri
To: Figueroa, Marvin (HHS/IEA) /o=ExchangeLabs/ou=Exchange Administrative Group
(FYDI BOHF23SPDLT)/cn=Recipients/ en =4a287d28c5d248d2a21ad454649a7f7e-Figueroa, M
(FYDIBOHF23SPDLT)/cn=Recipients/ en =41 b47 ea45d764 3fl bd9cda20879db37d-Contact_b50
kb)(6) pwho.eop.gov>
Subject: COVID Stakeholder Engagement
Date: 2021/04/08 00:25:39
Start Date: 2021/04/09 15:00:00
End Date: 2021/04/09 15:45:00
Priority: Normal
Type: Appointment
location: https://pitc.zoomgov.com/j/1602372198?pwd = U3o3YOUzOWJKRTVLRmYrYWVLYlhSUT09
Attendees: Saenz, Adrian EOP/WHO; Schake, Kristina (HHS/IOS); Figueroa, Marvin (HHS/IEA); Rowe, Courtney
(who.eop.gov)
AGENDA
(bX5)
https ://www.zoomgov.com/static/94158/i mage/new /Zoom l ogo 110 25.png
there,
3njamin Wakana is inviting you to a scheduled ZoomGov meeting.
oin Zoom Meeting

1one one-tap: US: ~bH6) lor
~~(b-){-6)--------------------~
eeting URL: https ://pitc.zoomgov .com/j/1602372198?pwd=U3o3YOUzOWJKRTVLRmY rYWVL YlhSUTO

(b1{6)
eeting ID:
:~sscode:
::>in by Telephone
)r higher quality, dial a number based on your current location.

al:
us: +1 669 ._
l(b_)(6_l _ __,~r +1 646._l(b_X6_, _ _,~r +1 55f._b_l{6_1 _ ___.~r +1 669~..fb_J<6_J_ __.J
D
eeting ID:
:~sscode:
ternational numbers
::>in from an H .323/SIP room system
.323: b)(6) (US West)

(US East)
eeting ID:
:~sscode:
P: D sip.zoomgov.com
:lSSCOde:
Sender: Wakana, Benjamin l. EOP/WH bl{BJ who.eop.gov>

Wakana, Benjamin l. EOP/1-::'W
-:o:H~---,:--.-----'
Saenz, Adrian EOP/WHO b){6)
Schake, Kristina (HHS/IO"""'..,.,.'F'Vr,...,.,-mr:~Labs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/en= Recipients/ en =564fa9ed5fe2444f91 fSfSl be8aca 19b-Schake, Kri
Recipient: Figueroa, Marvin (HHS/IEA) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/en= Recipients/ en =4a287d28c5d248d2a21ad454649a7f7e-Figueroa, M
FYDIBOHF23SPDLT)/cn= Recipients/en =41b47ea45d764 3fl bd9cda20879db37d-Contact_b50
b)(6) who.eop.gov>
Sent Date: 2021/04/08 00:25:39

Page 228 10 ~ge 232
Wotnhelil pur9.r..rn to e>:empUon Obtained via FOIA by Judicial Watch Inc.

ib)(51

For HHS lntl.'rnol Planning Only
HHS COV ID-19 Public Education Campaign: Community Corps

Tactic Categol\f Lead Contnbution/Support Needed
April 5·.9, 2021
HHS Broadcast message from Secretary to all staff Communications · HHS Internal Sam ASPA (Josh)
Opdiv/ StaffDiv Templat e Email to Agency Staff Communications · HHS!nternal Sam
Opdiv{StaffDiv Talking Points for Senior Staff/All-Hands Meetfngs Communications · HHS Internal Sam
Drop-in blurb for e~temal stakeholder newsletters Communications · External Sam lEA, ASPA
Agenda, Compiled Materials, and Rul'l of Show l or HHS-wide Trusted
Messengers call on 4/8 Communications · HHS Internal Sam
Create graphi cs/templates for upcoming CCC materials (e.g., PPT, social
media toolki ts, fact sheets, etc.) Communications ·Graphic Design Sam ASPA (Nicole)
Review all examples/success srory submissions Member Relations Destiny
Prepare/Submit paperwork for CCC Web sign-up form fields Operations Sabrlna ASPA (April)
Select content and resources to share during week of April 12 Planning and Program Development Tanya, Sam
Develop Editorial Calendar for Upcoming Content and Resources to share

-tie into HHS COVID-19 announcements and public healtt) observances Planning and Progratn Development Ta nya, Sam
Meet w i th ASTHO Member Relations Sam, Yvanna lEA
Part nership Packet Development Member Relations Sam, Yvanna, Sabrina
Translate materrals into Spanish Operations ¥¥anna ASPA
Begin plal'lning pilot Share t he M ic Event Planning and Program Development Tanya, Sabrin• OS, lEA, ASPA
Connect w it h CDC/NIH on amplifying community vaccinations Communications -External Sam, Tanya
Aprill2·16, 2021: Content/Resources, TBD
Develop core messaging highlight ing content; resources Communications Sam, Tanya ASPA
Social Media assets/toolkit Communications· Graptlic Design Sam
HHS Broadcast message Communications - HHS ~ nterna l Sam ASPA (Josh)
Opdiv/StaffDiv Template Email to AgencY Staff Commijnications - HHS Internal Sam
Opdiv/StaffDiv Talki ng Points for Senior Staff/All-Hands Meeting,s Communications - HHS Internal Sam
Drop-in blurb for extef'f)al stakeholder newsletters Commijnications -External Sam lEA. ASPA
finalize grnphics/templates foe upcoming CCC materTals (e.g_ PPT, socfal
media toolkits, fact sheets, etc.) Communications - Graphic Design Sam ASPA (Nicole)
Review all examples/success story submlsslons Member Relations Sabrlna. Yvanna
Prepare/Submit paperwork for addit ional fields in CCC Web sign-up form Operations Sabrina ASPA (April)
Begin planning pilot Share t he M ic Event Ta 11ya, Sabrina

Page 234 10 ~ge 250
Wotnhelil pur5tr..rn to e>;empllon Obtained via FOIA by Judicial Watch Inc.

ib)(51
of the Freeoom cf jnfvrmanon Act

Cancela, Yvanna (HHS/IEA) /O= EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP

From: (FYDIBOHF23SPDLT)/CN=REOPIENTS/CN= F4A7C434FB164618AS2F39661482E476-CANCELA, YV
<[email protected]>
Cancela, Yvanna (HHS/IEA) jo=Exchangel absjou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/cn= Recipients/en =f4a 7c434fb 164618a52f39661482e476-Cancela, Yv
Miller, Samantha (HRSA) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDI BOHF23SPDLT)/cn= Recipients/ en=27d54fe05 1ed448ab7df4ff85ca9c193-samantha.mi
T . Michael Fraser <[email protected]>;
0
' Schake, Kristina (HHS/IOS) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn= Recipients/ en =564fa9ed5fe2444f91 fSfS 1be8aca 19b-Schake, Kri
Joe Davis <[email protected]>;
Hamburger, Tanya (CDC/DDNID/NCCDPHP/DDT) /o=Exchangelabsjou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/en= Recipients/ en =8acf632ab77f4Sc1 b02b384f7a402a2c-Johnson, Ta
<[email protected]>
Subject: ASTHO/COVID-19 Community Corps Connection
Date: 2021/04/07 13:18: 10
Start Date: 2021/04/12 16:00:00
End Date: 2021/04/12 16:30:00
Priority: Normal
Type: Appointment
Att d . Miller, Samantha (HRSA); Michael Fraser; Schake, Kristina (HHS/IOS); Joe Davis; Hamburger, Tanya
en ees. (CDC/DDNID/NCCDPHP/DDT)
https://www.zoomgov.com/j/ 16122330704
Cancela, Yvanna (HHS/IEA) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP

Sender: (FYDIBOHF23SPDLT)/CN=RECIPIENTS/CN=F4A7C434FB164618AS2F39661482E476-CANCELA, YV
<[email protected]>
Cancela, Yvanna (HHS/IEA) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn= Recipients/ en =f4a7c434fb 164618a52f39661482e476-Cancela, Yv
Miller, Samantha (HRSA) jo=Exchangel absjou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/en= Recipients/ en =27d54fe05 led448ab7df4ff8Sca9c193-samantha. mi
R . . t Michael Fraser <[email protected]>;
ectpten : Schake, Kristina (HHS/IOS) /o=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/en= Recipients/ en =564fa9ed Sfe2444f91 f5f51 be8aca 19b-Schake, Kri
Joe Davis <[email protected]>;
Hamburger, Tanya (CDC/DDNID/NCCDPHP/DDT) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/en= Recipients/ en =8acf632ab77f4Sc1 b02b384f7a402a2c-Johnson, Ta
<[email protected]>
Sent Date: 2021/04/07 13:18:10

COVID-19 Community Corps Trusted Messengers:

Overview & Resources
Overview
The Biden-Harris Administration is mobilizing trusted messengers to encourage people to get
vaccinated. The U.S. D epartment of Health and Human Services (T-H-IS) and Centers for D isease
Control and Prevention (CD C) is sharing science-based information direcdy with community leaders
across the country, equipping them to play a key role in the fight agains t COVID-19. We need your
help to recnut and engage trusted messengers within your network.
How to Help
Here are d1e fo llowjng ways you and your organ.jzarion can help with trusted messengex efforts:
• Sign up as an organiz ation to receive up-to-date information as a member of the

o Join ove.r 10,000 leaders and organizations from all sectors and backgrounds who've
committed to working together to put an end to the COVID- 19 pandemic. You can
sign-up at WeCanDoThis.HHS.gov.
o As a member of the COYlD-19 Community Corps, you'll receive regulax updates on
rhe vaccination effort from Surgeon General Vivek Murthy and other trusted
experts. You'll also receive invites to special COVID-19 Community Corps virtual
events, high-impactresotu·ces, and more.
• Host events with your membership on vaccine confidence and present how your
members can be trusted messengers in their comm unity
o You can ask trusted e...'{perts and medical professioflc'1ls to join pre-existing events
your organization is h osting to share important information and updates on
COVID-19 vaccines.
o You can host Zoom events or conference calls with your members to share
informati.on about COVID-19 vaccines and recruit additional trusted messengers.
o You should encourage your members to get 10 friends or family members to sjgn up
for COVID-19 Community Corps and ask d1em to use their networks to share up-
to -date informacion from the COVID-1 9 Community Corps.
• J oin We Can Do This: Live series

o "\'\le Can D o This: Live" is a series of co nversatio ns between medical experts and
prominent influencers and organizations to p rovide people with the trusted heald1
information they need to feel confident about getting COVID -19 vaccines.
o You can host 'it "\Y/e Can D o This: Live" event by sh aring your video call or an
Instagram ot Facebook live on your organization's website or social media channels
with a medical expert. These conversations are a simple, effective way to share
rrnponant information to your members and answer their frequently asked questions.
o You should encourage your m embers to amplify these events within their networks
to maximize their teach.
• Outreach w ithin your communities

o You should promote and share COVID -19 Community Corps resources on social
media or in communication s with your members.

o Collaborate ·with other local organizations to lift vaccine confidence messaging from
other channels to amplify efforts.
• Prom o te vaccination through m edia channels

o You can engage with local media around vaccine confidence messaging, including
through the use of op -eds, earned media, paid media, TV, radio, and more to ensure
members of your community get critical information about COVID-19 vaccines.
o You can host local media events around vaccinations at community centers, houses
of worship, places of employment, health clinics, and other local vaccination centers
to help share locations and COVID-19 vaccine availability.
Resources
The COVID-19 Community Corps has updated resources and toolkits that are beneficial for your
messaging and members:
• CDC's COVID-19 Vaccines information can be found here, including information on
how to fmd a vaccination opportunity nearby.
o You can visit Vaccines.gov (English) or Vacunas.gov (Spanish)
o Text your zip code to 438829 (English) or 822862
o Calll-800-232-0233 for both Spanish and English assistance
• \Y/e Can Do This Tooll.;it, which includes FAQs on COVID-19vacc.ines and tips for
communicating across audiences. (Spanish: We Can Do This TooUJr)
• Key Things to Know About COVID -19
• Frequently Asked Questions Abuut COV1D - l ~
• \That Fullr V~1ccinMcd People Need tu Know
• How to Talk 1\buut COVlD -1~Vaccines with Friends and Familv
• Constimency Groups (for more go here.)
o F:1ith-Based and Community Organizacions Guidance
o Black -African American Resources
o Latino - I lispanic Resources
o Asian American - Pacific Islnnder Resources
o American Tndian - 1\Jru.kan Natives Resource:-
o O lder Adults Resoutces
o Essen rial Worke1~s in J\griculrure Resources
o Rural Communities Resources
o Nurses Resources
Send an Email toYour Members

You can share informatio n by email to your membership to sjgn-up for the COVID -19 Community
Corps (draft text below):
Dear Member:
President Biden has set a goal for 70% of the U.S. adult population to have one COVID-19 vaccine
shot by July 4th so that life can start to look closer to normal. We all have a role to play in meeting
that goal.

The U.S. Department of Health and Human Services along with the Centet:s for Disease Control
and Prevention have created the COVID -19 Community Corps to share science-based information
directly wid1 community organizations and Americans across the country.
The COVID-19 Community Corps proYides members with timely and accurate scientific
information and tools d1ey can use to encourage their friends, family, and community members to
get COVID-19 vaccination. The goal is to equip members to deliYer messages in the fight against
COVID-19 and share the importance of vaccinations in their community.
As a partner to the Biden-Harris Administration, we ask that all of our members sign-up to J:eceive
weekly up-to -date information from the COVID -19 Community Corps. You can sign-up ~lt
\YleCanDoThis .HHS.gov.
The COVJD-19 Commtmity Corps has updated resources and toolkits that are beneficial for your
messaging:
• CDC's COVJD-19 Vaccines information can be found here. including information on how to
find a vaccination opportunity nearby.
• You can visit Vaccines.gov (English) or Vactmas.gov (Spanish)
• Text your zip code to 438829 (English) or 822862
• Call 1-800-232-0233 for both Spanish and English assistance
• We Can Do This Toolkir which includes FAQs on COVID -19 vaccines and tips fm
communicating across audiences . (Spanish: We Can Do This Toolkit)
• Key Thing:s to Know About COVlD-19
• Frequently Asked Questions About COVID - 19
• 'Wnat f'ully Vaccinated People Need to Know
• I-10\v to TaU-. About COVID-19 Vaccines \vith Friends and Famil~.
• For more resources, go here.
Thank you for your commitment to help supportCOVID -19 vaccination for yourself and your
community.
Sincerely,

Page 25510 PJge 271
Wot11helil pur5tr..n! to eKemplion Obtained via FOIA by Judicial Watch Inc.

ib)(5)
of the Freeoom cf jnfarmarton Act

Page 212 10 PJge 2Sc
Woltlllelil purwarn to exemption Obtained via FOIA by Judicial Watch Inc.

ib)\51
of tile Freeoom cr lnfvrmarlon Act

COMMUNITY CORP SUPPORT
For 4:30pm Website
Regarding the website. 1::>\1~·
Broader Questions
Information Gathering and Sharing
Data management
Content Creator

F . Schake, Kristina (HHS/IOS) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP (FYDIBOHF23SPDLT)/CN= RECIPIENTS/CN=S64

rom. KRI <[email protected]>
T . Schake, Kristina (HHS/IOS) /o=Exchangelabs/ou=Exchange Administrative Group (FYDIBOHF23SPDLT)/cn=Recipients/cn=564fa9ed5fe244·
o. <[email protected]>
Subject: COVID-19 Community Corps Call with Dr. Vivek Murthy and Special Guests
Date: 2021/04/19 14:08:26
~:: 2021/04/19 18:30;00
D!~e~ 2021/04/19 19:15:00
Priority: Normal
Type: Appointment
L t· . https://pitc.zoomgov.com/w/1617244199?tk=3ZBTycP1KwAM640guYcw7ziG6MchdNCppM-
oca IOn. zvOcdVFw. DQIAAAAAYGUwJxZidHdSLU9CTIJneXIYUy 1rLXhRUDi niAAJu,p,fJ\AAAAJ>.AA.AAJu,pJJ\AAAAJ>.AA.AAi~&pwd =d2dMK2JiOHVVNUZVY3NyN FB
Join from a PC, Mac, iPad, iPhone or Android device:

Please click this URL to join. https://pitc.zoomgov.com/w/1617244199?tk=3ZBTycP1KwAM640guYcw7ziG6MchdNCppM-
zvOcdVFw.DQIAAAAAYGUwJXZidHdSLU9CTIJneXIYUylrLXhRUDin &pwd=d2dMK2JiOHVvNUZVY
3NyNFBWL296Zz09&uuid =WN_Dt?gxDAYQYOjOII039fiOw
Passcode: jlo)(61 I
Or One tap mobile:
+ 166~b)(61
+ 164~
Ius (San Jose)
US (New York)
~--------------------~
Or join by phone:
Dial(for higher quality, dial a number based on your current location):
US: +1 66 lb)(61 or +1 646 j(b)16) 1 or +166* b)(61 j or +1 551 j(b)l6)
Webinar ID: b)(6) !
Passcode:·"'b-"1'!'!!
(6~ ) ..;...or----'
Internationa num ers available: https:/ /pitc.zoomgov.com/u/ab2TQs50ur
Schake, Kristina (HHS/IOS) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP

Sender: (FYDIBOHF23SPDLT)/CN=RECIPIENTS/CN=564FA9ED5FE2444F91F5F51BE8ACA19B·SCHAKE, KRI
<[email protected]>
Schake, Kristina (HHS/IOS) /O=Exchangelabs/ou=Exchange Administrative Group
Recipient: (FYDIBOHF23SPDLT)/cn=Recipients/cn =564fa9ed5fe2444f91f5f51be8aca 19b-Schake, Kri
<[email protected]>
Sent Date: 2021/04/19 14:08:26

Schake, Kristina (HHS/IOS) </O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP

From: (FYDIBOHF23SPDLT)/CN=REOPIENTS/CN=564FA9EDSFE2444F91FSF51BE8ACA19B-SCHAKE, KRI>
o Bousbar, Sabrina (OS/ASPR/IO) </O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP
SentVJa: (FYDIBOHF23SPDLT)/CN=REOPIENTS/CN=C3B36FCCA26340EDB30D5318295D8DA7-BOUSBAR, SA>
Schake, Kristina (HHS/IOS) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP
(FYDIBOHF23SPDLT)/CN =REOPIENTS/CN =564FA9EDSFE2444F91 FSFSl BE8ACA19B-SCHAKE, KRI
<KristinaoSchake@hhsogov>;
T <[email protected]>;
0
o. Figueroa, Marvin (HHS/IEA) /o=Exchangelabs/ou= Exchange Administrative Group

(FYDIBOHF23SPDLT)/cn= Recipients/ en =4a287d28c5d248d2a21ad454649a7f7e-Figueroa, M
(FYDIBOHF23SPDLT)/ en= Recipients/ en =f4a7c434fb 164618a52f39661482e476-Cancela, Yv
<[email protected]>
Gregg, Destiny (OS/IEA) /o=Exchangelabs/ou=Exchange Administrative Group
CC: (FYDIBOHF23SPDLT)/cn=Recipients/cn=a7114a513d04411e9c829deb16da05ea-Gregg, Dest
<[email protected]>
Subject: Community Corps<> lEA
Date: 2021/03/23 08:23:19
Start Date: 2021/03/24 14:30:00
End Date: 2021/03/24 15:00:00
Priority: Normal
Type: Appointment
Location: https://hhsgov .zoomgov .com/j/ 1602126302
Agenda
(b)(5)
Join ZoomGov Meeting

https ://h hsgovozoomgov.com/i/1602126302
Meeting 1D: !-:

fb-:-
)(6_! _ _ __.
One tap mobile
+1669rb)(6) Ius (san Jose)
+1646 US (New York)
~--------------~
Dial by you r location

+16690 >{6) US (San Jose)
+1 646 US (New York)
+1551 us
+1 669 US (San Jose)
Meeting 10: ~b){6) I
Find your loca l number: https://hhsgovozoomgov.com/u/adSIXMuOg9
Join by SIP
rb)(6) ~sipozoomgov.com

Join by H.323
fbH6) jus West)
l ~us East)
Meeting ID:._
pi_)l6_l _ _ ___.
Schake, Kristina (HHS/IOS) </O=EXCHANGELABS/OU= EXCHANGE ADMINISTRATIVE GROUP

Se d . (FYDIBOHF23SPDLT)/CN=REOPIENTS/CN= 564FA9EDSFE2444F91FSF51BE8ACA19B-SCHAKE, KRI>;
n er. Bousbar, Sabrina (OS/ASPR/10) </O= EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP
(FYDIBOHF23SPDLT)/CN=REOPIENTS/CN=C3B36FCCA26340EDB30D5318295D8DA7-BOUSBAR, SA>
Schake, Kristina (HHS/IOS) /O=EXCHANGELABS/OU= EXCHANGE ADMINISTRATIVE GROUP
(FYDIBOHF23SPDLT)/CN=RECIPIENTS/CN=564FA9EDSFE2444F91FSFS1BE8ACA19B-SCHAKE, KRI
Bousbar, Sabrina (OS/ASPR/10) /o= Exchangelabs/ou=Exchange Administrative Group
(FYDI BOHF23SPDLT)/cn= Recipients/ en =c3b36fcca26340edb30d5318295d8da7 -Bousbar, Sa
Figueroa, Marvin (HHS/IEA) /o=Exchangelabs/ou=Exchange Administrative Group
Recipient: (FYDIBOHF23SPDLT)/cn= Recipients/ en =4a287d28c5d248d2a21ad454649a7f7e-Figueroa, M
( FYDIBOHF23SPDLT)/en= Recipients/ en =f4a 7c434fb 164618a52f39661482e4 76-Cancela, Yv
Gregg, Destiny (OS/IEA) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/cn=Recipients/ en =a7114a513d04411 e9c829deb16da05ea-Gregg, Dest
<[email protected]>
Sent Date: 2021/03/23 08:23:19

Community Corps Talking Points

Page 292 10 ~ge 301
Wolt111elo pur~..rn to e>:emption Obtained via FOIA by Judicial Watch Inc.

ib)(51
of tile Freeoom ct lnfurmarlon Act

Challenge
• Vaccine hesitancy among parents was on the rise before COVID-19. One in four parents in the
United States reported in 2019 serious concerns about vaccinating their children (Pediatrics,
2019)Post-COVID hesitancy persists: Divides across age, political affiliation, education, & income
levels: Younger parents are more reluctant to vaccinate-27°/o of those ages 18-29 vs. 54°/o among
parents ages 45-54 (Yahoo/YouGov, April 2021 )39°/o of Black parents say they will "definitely" or
"probably" vaccinate their children, lower than Hispanic parents (53°/o), American Indian/Alaska
Native (AI/AN) parents (61 °/o), White parents (65°/o), and Asian American/Pacific Islander (AAPI}
parents (75°/o) (ParentsTogether, 2021)Democrats are more likely (61°/o) than Republicans (36o/o) to
have their children vaccinated; Independents are the least likely (25°/o) (Yahoo/YouGov, April
2021 )Households with annual incomes less than $50K are less likely (29°/o) than those with
incomes over $100K (63°/o) to have their children vaccinated (Yahoo/YouGov, April 2021)

Challenges
• Adolescent cohort lacks strong vaccine infrastructure-and faces immediate
barriers to COVID-19 vaccination. Parents and HCPs view vaccines as less of a
priority for older adolescents, competing with teen concerns like anxiety,
depression , online bullying, social pressuresConsent requirements can make it
difficult to vaccinate unaccompanied adolescentsSummer camp and sports
physicals starting soon-requirements could focus on other vaccinesChildren are
required for herd immunity: 22°/o of the U.S. population are under 18 years old
(U.S. Census, 2020)

Moms are the decisionmakers on adolescent

vaccination. . .. and rely on trusted messengers.
Health care professionals (HCP) Friends and family drive parent

are the most important source attitudes and behaviors on vaccines.
of information on vaccines for Network social norms in favor of
parents. Physicians are highly vaccines are powerful drivers of
trusted HCPs and most likely to vaccine uptake-knowing someone
take vaccines themselves. who has taken the COVID-19 vaccine
makes parents twice as likely to say
they will vaccinate their child.
Source: https://pubmed.ncbi.nlm.nih.gov/33049956/ HHS COVID-19 Public Education Campaign 6
Campaign Goal
Build confidence among parents of

adolescents (ages 12-15) to ensure
uptake of COVID-19 vaccines

Campaign Strategy
• ResearchUncover current and detailed parent attitudes on COVID-19 vaccinesBuild parent personas to
drive campaign strategyDevelop most effective messages and identify messengers. PartnershipTrusted
organizations and messengers including: Health Care Providers (AAP, AAFP), Community +
Stakeholders (NEA, PTA, Rotary, NSTA), Faith Organizations, and Public Private PartnershipsDigital and
SociaiCreating content calendar to reach parents with information.Enlist mom influencers to expand
reach and impact with parentsEarned MediaBuild infrastructure and conduct regular outreach:Paid
MediaPartnering with parenting and women's publications (Meredith or Hearst) to drive
awarenessMultichannel marketing to Parents and HCPs

-- -
- ---- - - - - - - - - - - - - - - ---
1i
COVID-19 vaccine authorization

for adolescents is imminent.
• Currently authorized for youth ages 16+U .S. Food and Drug
Administration (FDA) considering authorization for 12-15-year-
olds-May/June timeframe expectedCiinical trials underway for
ages 6 months to 11 years-authorization for these cohorts
estimated early 2022 (ages 5-11) and late 2022 (infants and
toddlers)

Parents are cautious about COVID-19 immunizations

-for themselves and their children.
• About half of parents say they will vaccinate their children (National Parents Union Survey,
2021 ):35°/o of parents say they want their children to be vaccinated immediately25°/o say they'll
vaccinate their children but not right away22°/o say they will not get their children
vaccinated Parents are 17°/o less likely to say they will definitely or probably vaccinate their
children-compared to their plans to vaccinate themselves (Parents Together, 2021)

In the effort to vaccinate Americans, children and

adolescents matte~ and parents are the gatekeepers.
• Children are directly impacted by COVID-19:Recent studies by the Centers for Disease
Control and Prevention (CDC) show that COVID-19 infections are as much as 13x higher
than reported in children and adolescents (CDC, 2020)More than 13,500 kids in the U.S.
have been hospitalized, and 268 have died (AAP, March 2021 )Rates of hospitalization are
five times higher among African American children and eight times higher among Latino
kids than in White children (CDC)Since May 2020, 3.185 kids in the United States have
developed multisystem inflammatory syndrome in children (MIS-C); 36 have died (CDC,
2021 )Children are required for herd immunity:22°/o of the U.S. population are under 18
years old (U.S. Census, 2020)With more adults refusing vaccines, it's more important to
vaccinate kids (Atlantic, April 2021 )Moms are the lead on health care-and the
decisionmakers on adolescent vaccination.

- ------
- - - - - - - - - - - - - -
1
Adolescent cohort lacks strong vaccine infrastructure-

and faces immediate barriers to COVID-19 vaccination.
• Vaccines for adolescents not routinized in primary care
practices as they are for younger children Parents and
HCPs view vaccines as less of a priority for older
adolescents, competing with teen concerns like anxiety,
depression , online bullying, social pressuresConsent
requ irements can make it difficult to vaccinate
unaccompanied adolescentsSummer camp and sports
physicals starting soon-requirements could focus on
other vaccinesRoutine immunization rates down due to
COVID-19 stay-at-home ordersNo co-administration data
on COVID-19 with other recommended vaccines. Source:
https://www.immunize.org/express/issue1298.asp

Parents have questions about COVID-19 vaccines ...
• Truncated approval process:How • Risk/benefit equation:lf kids don't

many kids were in the trial? Were get sick from COVID-19, then is the
corners cut in the rush to market?ls vaccine worth the risk? My child
there enough data?Safety:What are has already had COVID-19, do they
the short- and long-term effects for really need the vaccine?Ethical and
kids? What ingredients are in the religious concerns:Are the vaccines
vaccines? Are they safe?Can these made with aborted fetal cells? Are
vaccines alter their DNA? Do they COVID vaccines halal?
cause cancer or infertility?

Most parents follow vaccine recommendations ...
D eli~ Never did or no longer vaccinate-estimated < 3°/o

Vaccinate Partially
Hesitant
Cautious Acceptors Vaccinate Fully
Unquestioning Acceptors

Campaign
Framework

Research: Building a strong campaign foundation.
• Conduct secondary and primary research to:Uncover current and detailed parent attitudes
on COVID-19 vaccines, including emotional and rational triggers for action, and barriers
and incentives to vaccination; Build parent personas to drive campaign strategy,
incorporating data on race/ethnicity, age, income, geography, vaccine confidence;
and Develop most effective messages and identify messengers. Partner with trusted
organizations and messengers including:HealthCare Providers (AAP, AAFP), Community
+Stakeholders (NEA, PTA, Rotary, NSTA), Faith Organizations, Public Private
Partnerships, Digital and Social: Creating new and regular content to reach parents with
information.Enlist mom influencers to expand reach and impact with parents:

-- -
- --
- - - - - - - - - - - - - -
i
1
HCP Partnerships: Engaging pediatricians and

family physicians to build parent confidence in
COVID-19 vaccines.
• Partner with AAP and AAFP:Enlist voice of Committee on
Infectious Disease (Redbook Committee)Critical influencer and ally American Academy
in driving HCP communications on COVID-19 vaccinesGuides of Pediatrics
OEDIC"ATF.O 1'0 T HI! JIHACI'II OF :\1 I 1.1-l ll.OREN•
work of AAP and AAFPProvide physician training and tools to
champion adolescent COVID vaccination-leverage learnings from
evidence-based vaccine champion programs at the practice
leveiFacilitate "point-of-care" campaign materials and messages
STRONG MEDICINE FOR AMERICA
Leverage physician voices in earned , paid, and social mediaEnlist
expert input on parent messages and materials Promote parent
resources on healthychildren.org and familydoctor.org.

Community + Stakeholder Engagement: Enlisting

the education ecosystem to support vaccine uptake.
• Partner with NASN, NEA, and National PTA: Develop "town hall ~N ASN
toolkit" to kick off campaign at the local levei:Provide tools for school National
NATIONAL
Association of
nUrSeS tO COmmunicate abOUt Safety SchoolNurses EDUCATION
ASSOCIATION
and efficacy and the importance of vaccination Enlist parent
champions to participate and drive ongoing National
peer-to-peer conversations Engage teachers as advocates with kids .PTR-
and parentsProvide tools for local earned and social mediaBuild
eucrych ild. one voice~"
school-based incentives for adolescents to vaccinate:Student
Service Learning (SSL) hours earned for proof of vaccination Science
"extra credit" for COVID-19 vaccination
A r, S.l.\.
lME SCHOO. SUI'UJNTENO~ A&SOOATlON

Community + Stakeholder Engagement: Recruiting

faith leaders to educate and support parent.
• Partner with national and regional faith

organizations: Distribute talking points for preachers
and church leadershiplink local churches to HCPs for
speaker programs (through AAFP and AAP
partnerships)Provide tools for social and earned media
TilE Episcopal CHURCH .,_
SBC

Community + Stakeholder Engagement: Partner with

community groups with vaccine promotion credibility.
• Rotary is ramping up COVID-19 vaccination support around

the world and its community ties and influence are strong
across the United States. Footprint reaches into every
community in the United States-with ties to businesses and
employers Interact clubs reach adolescent and young adult
cohorts directly-12-18-year-old memberslong history on Interact$
global vaccines and infectious disease

Community + Stakeholder Engagement: Update

resources for the COVID-19 Community Corps.
• Arm allies with information and tools to

communicate post-authorization:Tailored materials
for parent "champions" to drive awareness in their
communityRegular (bi-monthly) updates-social
media messages, creative assets, and website
badges-for organizational members' social and
owned media assets

Corporate Partnerships: Leveraging corporate

marketing channels to reach parents and adolescents.
• In-kind communications support for campaign

messages:Vaccination prompts to accompany photo
memory notices on Amazon Prime Photo, iPhoto,
Facebook, etc. In-kind donations of ad and marketing space
to promote campaign messages and creative assetsParent
and adolescent incentives to learn about vaccines (i.e.,
watch a video, get a discount) and for immunization
(discounts for vaccination)

Digital and Social: Creating new and regular

content to reach parents with information.
• Supplement existing content to reach parents: Facts about COVID-

19 vaccination for adolescents-efficacy, safety, process for
authorization, etc.Videos with HCPs-and families affected by
COVID-19 vaccinationSocial media assets featuring parents opting
in to COVID vaccination

Digital and Social: Engaging moms online.
• Enlist mom influencers to expand reach and

impact with parents:Partner with influencer
communities to drive awareness and peer-to-
peer conversation Provide HCP voices to dispel DAtl 2.0
myths and promote value, safety, and efficacy-
through community events and online platforms
(podcasts, Facebook + lnstagram live,
etc. )Provide influencers and moms with social THE LIST
tools to share their vaccination stories and drive use your influence for good
social norms

Earned Media: Building awareness in real time.
• Build campaign media infrastructure and conduct regular outreach:Build

media database for national and local parent mediaPackage data, stories,
and experts for ongoing outreachSegmented and tailored messages and
messengers to reach all parent profilesBuild editorial calendar for outreach-
vaccine authorization and availability, relevant calendar milestones
(camp/sports seasons, back-to-school , etc.), uptake measures, etc. 24/7
monitoring and rapid response to counter anti-vaccination efforts

-- -
- --
- - - - - - - - - - ---
-
Ii
Earned Media: Providing partners with tools to

drive local coverage.
• Build media toolkit for partners:Customizable templates for op eds and

letters to the editorTalking points for media interviewsEvent and outreach
ideas to drive coverage Regular updates, including monthly social media
assets (messages and social graphics)

Paid Media: Partnering with parenting and women's

books to drive awareness.
• Partner with Meredith or Hearst: Host expert

roundtable on COVID-19 and kids-Parents
Guide to Helping Your Kids Out of COVID
Feature HCPs, family stories, and mom
influencersPromote on social and publish key
takeaways in parent guide to post-COVID
lifePromote in print and online outlets

Paid Media: Multichannel marketing to HCPs.
• Research shows that electronic health record reminders facilitate physician

recommendations and drive vaccination uptakeConsider paid campaign targeted to
HCPs to prompt recommendations and reminders for parents and patients

Parents Media Consumption-Age 35-49

• In order to understand the media usage behavior of parents with children that are age 12-15,
we pulled a custom MRI tabulation for parents age 35-49. Parents age 35-49 are the closest
age categories in the MRI dataset to the typical age range for mothers of current 12-15 year-
olds.ln 2005, The median age of mothers in the United States at the birth of their child is 271.
Therefor, the median age of mothers of 12-15 year-olds is 39-41.
Child Age Birth Children

('21) Year Born Age of mother at birth 1
Year Total Under15 15-19 20-24 25-29 30-34 35-39 40-44 45-49
15 2006 4,265,555 6,396 435,436 1,080,437 1,181,899 950,258 498,616 105,539 6,974
14 2007 4,317,119 6,218 445,045 1,082,837 1,208,405 962,179 499,916 105,071 7,349
13 2008 4,247,694 5,764 434,758 1,052,184 1,195,774 956,716 488,875 105,972 7,650
12 2009 4,121,019 5,030 409,840 1,006,055 11166,904 955,300 474,143 105,813 7,934
1 Source: National Center for Health Statistics, National Vital Statistics Reports. Births by Age and Race of Mother.

-
''
GM Parents 35-49 Media Consumption

Key highlights:Parents aged MEDIA Heavy Medium Light
USAGE (Index..,__ _ __ _ _ __ _ _+ Media Channel Overall Index -J,
35-49 index most heavily for
OOH 112
OOH (112), Radio (1 08) and I
'Media Radio- Total 108

Internet (106).They spend a Channel
Digital 106
lot of time on social media: Magazines 100
TV 55 83 106 134 122
particularly Facebook (73°/o), Radio
TV - Primetime M-F, 8P-11 P 90
109 114 109 92 75
lnstagram (44o/o) and Pinterest (Primetime) TV- Total 78
(25o/o).However, they watch Newspaper 73

Internet 102 117 106 107 69
TV- Weekdays M-F, 9A-4P 64
less TV than gen pop (index
Magazine 92 105 102 93 107
of 78 overall). They are also
light consumers of Newspaper 69 105 105 105 11 6 Social Media Channel Vert% lndexl
newspapers (73) and average OOH 11 8 Pinterest 25% 122

100 101 95 85
consumers of magazines lnstagram 44% 118
(1 00). Face book 73% 111
Twitter 18% 104
Snapchat 20% 92
Key: red =index below 90; green =index above 110

B/AA Parents 35-49 Media Consumption

Key highlights:B/AA parents MEDIA Heavy Medium Light
USAGE (Index..__ _ __ _ _ _ __ ___. Media Channel Overall Index -!,
aged 35-49 are above-average Magazines 136
consumers of all media I
'
Media Newspaper 117
channels, except OOH (80). Channel
TV - Weekdays M- F, 9A-4P 116
They over-index most heavily TV 119
Digital 111
80 11 0 103 87
for print: magazines (136) and Radio
Radio - Total 111
111 122 100 95 72
newspaper (117).1nternet (111) (Primetime) TV - Total 108
is also a strong channel, with Internet 114 116 107 86 77 TV - Primetime M-F, 8P-11 P 98
strong indices for the 2 OOH 80

Magazine 129 113 74 72 111
heaviest-consumption
quintiles.Radio (111) and TV Newspaper 103 118 99 86 95 Social Media Channel Vert% lndexl
(1 08) also have high indices OOH 72 86 116 108 118 lnstagram 47% 126
for the heaviest-consumption Face book 70% 106
quintile. Pinterest 22% 104
Snapchat 16% 77
Twitter 12% 65

Hispanic Parents 35-49 Media Consumption

Key highlights:Hispanic MEDIA Heavy Medium Light
USAGE (Index..__ _ __ _ _ _ __ _--+ Media Channel Overall Index .J,
parents aged 35-49 are heavy
consumers of Radio (113) and I
Media
Radio- Total 113
Internet (1 09), which over- Channel Magazines 111

Digital 109
index for the high- TV 65 98 99 135 104 Newspaper 96
consumption quintiles. Radio TV - Primetime M-F, 8P-11P 91
118 11 6 100 99 68
Magazines (111) are also an (Primetime)
TV- Total 86
important channel, although Internet 124 104 79 107 86 OOH 81
consumption is more evenly TV- Weekdays M-F, 9A-4P 75
Magazine 101 93 117 91 99
spread.They are below-
average viewers of TV (86), Newspaper 82 116 104 87 110 Social Media Channel Vert% lndexl
falling on the lower- OOH 78 78 109 108 128 lnstagram 43% 117
consumption end of the Snapchat 23% 106
spectrum. Newspaper (96) Face book 64% 97
and OOH (81) are also less Twitter 16% 88
important channels. Pinterest 16% 78

Asian American Parents 35-49 Media Consumption

MEDIA Heavy Medium Light
Key highlights:Asian USAGE (Index.~--------------+ Media Channel Overall Index ~
American parents aged 35-49
are very heavy Internet users Media
Digital 117
Magazines 89
(117), with high indices for the Channel
OOH 88
top 2 highest-consumption TV 35 68 92 107 198 Newspaper 70
quintiles.They under-index for Radio TV- Primetime M-F, 8P-11P 69
60 114 92 128 106
the other main media (Primetime)
Radio- Total 68
channels; principally TV (61 ), Internet 131 126 107 81 55 TV- Total 61
where they have a 198 index TV- Weekdays M-F, 9A-4P 47
Magazine 86 101 93 107 113
for the lowest-consumption
quintile.Radio (68) and Newspaper 73 101 99 109 117 Social Media
Vert% Index!
Channel
Newspapers (70) are also well OOH 87 78 101 92 142
below gen pop.Magazines Facebook 69% 105
(89) and OOH (88) are closer *Note that some samples may be low and unstable* Twitter 16% 93
lnstagram 34% 92
to, but sti II below, average.
Pinterest 17% 82
Key: red = index below 90; green =index above 110 Snapchat 11% 53

AlAN Parents 35-49 Media Consumption

Key highlights:American MEDIA Heavy Medium Light
USAGE (Index..__ _ __ _ _ _ __ ___. Media Channel Overall Index .J,
Indian/Alaska Native parents
aged 35-49 are heavy I
'Media
Magazines 205
consumers of Magazines Channel Radio - Total 126

OOH 124
(205), Radio (126), and OOH TV 39 123 96 114 128 Digital 116
(124).They also over-index for Radio TV - Weekdays M-F, 9A-4P 83
135 126 86 123 29
Digital (116), including all (Primetime)
TV- Total 81
social media. They are not Internet 126 105 115 82 71 Newspaper 80
heavy TV (81) viewers and TV- Primetime M-F, 8P-11P 70
Magazine 159 120 70 48 103
have a high index of 128 for
the lowest-consumption Newspaper 89 125 76 105 104 Social Media
Vert% Index!
Channel
quintile.Newspapers (80) are OOH 108 187 87 83 35
another channel where they Pinterest 38% 180
index well below gen pop. *Note that some samples may be low and unstable* Twitter 22% 122
Face book 68% 104
lnstagram 38% 103
Key: red =index below 90; green =index above 110 Snapchat 21% 100

Additional Considerations
• Creative approach-Evolving the campaign brand to parents16-18-year-old

cohort-How can this effort support and drive uptake in older teens where
parents have major influence?Younger cohorts-How will campaign evolve
to reach parents of younger kids, toddlers, and infants?

-- -
- --
- - - - - - - - - - - - -
i
1
Page 338 to PJge :?.-11
Wol1111eld pur9Jafl! to exemption Obtained via FOIA by Judicial Watch Inc.

ib)(51
of the Freeoom ct 1nrarmar1on Act

Contents
Johnson & Johnson ........................ ................................................................................................................................. 2
Emergent Contamination .. ........ ................................................................................................................................. 2
AstraZeneca ... ..................................... .................. .......................................... .. ... .. ..................................................... 2
Enough Vaccine for All Americans .............................................................................................................................. 2
Pace of J&J .................................................................................................................................................................. 3
Vaccine Hotspots ............................................................................................................................................................ 3
More Allocation .......................................................................................................................................................... 3
Michigan ..................................................................................................................................... ................................ 3
CDC Travel Guidance ......................................................................................................................................................4
Immigration ....................................................................................................................................................................4
Crowding at Faci lities ................. ................................................................................................. ................................ 4
Testing ........................................ ................................................................................................. ..... ........................... 5
Vaccine Verification ........................................................................................................................................................5
Surging Cases I States Reopening ..................................................................................................................................5
Public Education Campaign ............................................................................................................................................6
Reaching Conservatives ..................................................................................................................................................6
Global .............................................................................................................................................................................. 7
Global - Vaccine Sha ring ............................................................................................................................................ 7
Global - Drug com pany IP sharing .............................................................. ............................................................... 7
Global - WHO Origins Report ..................................................................................................................................... 8
FEMA Reimbursement Fundlng ...................................................................................................................................... 9
FEMA Sites ...................................................................................................................................................................... 9
Merck .............................................................................................................................................................................. 9
Moderna Vial Size ........................................................................................................................................................... 9
Webslte .........................................................................................................................................................................10
Equity ............................................................................................................................................................................ 10
New Goa l....................................................................................................................................................................... 11
2.5M shot/day average ............................................................................................................................................. 11
Low Demand .............................................................................................................................................................. 11
1 Dose vs 2 Doses .......................................................................................... ................................................................ 12
AstraZeneca ......................................................................................................... .. ....................................................... 12
Teacher Vaccinations........................................................................ ..... ....................................................................... 12
CDC Data Tracker ..........................................................................................................................................................13

Johnson & Joh nson
Emergent Contamination
Did the contamination at Emergent impact the 150M doses the company already produced (62M of which are
J&J)?
• No doses have gone out to the American people from th is facili ty yet, and before any doses will be
released, th ere will be a thorough FDA review to ensure safety and quality.
• This is true of all EUA vaccines: nothing goes out to the public without FDA authorization, which follows a
rigorous review of safety and quality.
• J&J now has fu ll operational responsibllrty for this facllfty, and we worked w fth AZ to move their
production elsewhere t o focus the facflfty on one vaccfne alone to avoid any f uture mix-ups .
• As we have sa id before, the company continues to work through issues w ith FDA and nothing from this
faci lity would go out without FDA authorization.
What happened with the 15 million ruined doses and what are you doing about it?
• No vaccine manufactured at t he Baltimore facllity has been used in U.S. vaccination efforts so far,
because the faci lity has yet to be authorized by FDA.
• J&J is instal ling a new senior leadership team to oversee all aspects of production and manufacturing at
the Emergent facility.
• J&J will have fu ll responsibi lity for the operations, production, and manufacturing of the facility.
o J&J continues to work through manufacturing issues w ith the FDA, and no product wil l come out
of the Baltimore facility without authorization by FDA. This is a critica l part of ensuring quality and
safety of vaccine product.
• Johnson & Johnson does not expect this to impact their overall commitment to provide nearly 100 mi ll ion
doses by the end of May. And we are on track to have enough vaccine supply for all adu lts by the end of
May.
AstraZeneca
• In order for J&J to t ake full responsibility for the Baltimore facil ity, HHS worked with AstraZeneca to move
its production out, so the facility ca n excl usively focus on manufacturing J&J vaccine.
• Working closely with FDA, HHS determined Tt was most appropriate to limit the facility to production of
one vaccine.
• The administration is working with AZ to immed iately identify other facilities to continue their domestic
manufacturing of AZ drug substance, and several options o;~re under consideration.
Enough Vaccine for All Americans
How are you going to meet your goal of enough vocdnefor all adult Americans by the end of May?
1
• There are 255 million adult Americans.

o There are 263M Americans eligible g1ven that Pfizer can be used in 16 yr old+
• Moderna and Pfizer are on track to deliver enough doses for 200 million people by the end of May.
• J&J has reiterated that in addition to the 20 million they've already delivered, they're on pace to deliver at
or near the lOOM by the end of May.
• All of that adds up to a number well in excess of the amount we need.
Pace of J&J
What's up with the pace of J&J doses. Is there J&J specific hesitancy that needs to be overcome?
• We believe J&J is being well received across the country as a third effective and safe vaccine.
• This is not unexpected. We know that some states opted to spread out J&J distribution over a longer
period of time because we were clear w ith them that J&J doses wou ld be limited for the first few weeks"
• So, we will monitor how states and federa l partners perform in next week as supply has increased .
Vaccine Hotspots
More Allocation
Will you send more doses to hotspots?
• We're working with CDC to identify hotspots.
• We're there to support states. And we are accelerating our vaccinations program.
• ff a state is experiencing a spike In cases, we (and CDC) are working with states to
A) Identify hot spots and factors contributing to these spikes
B) Assess mitigation measures lh place and amplify these measures
C) Examine the deployment of vaccinations across the state to determine tf changes are heeded to
reach hfgh ly impacted communities.
• For example, our team including CDC is engaged with Michigan's health team to help identify actions to
stop the spread including:
o Targeted vaccinations efforts,
o Increased testing resources,
o And additional mitigation strategies
• As to additiona l vaccines- everything is on the table.
Mtchtgan
How are you helping states experiencing surges like Mfchfgan?
We have a menu of options :

• Testing Surges : CDC has offered to pilot implementation of twice a week home testing of high school
athletes. CDC has offered to set up a new PCR or BINAX testing facility at a testing dessert.
2
• Personnel on site in outbreak areas: CDC has offered assistance with an outbreak among staff and
incarcerated individuals at Ionia Bellamy Correction Facility and the nearby community; CDC is rostering a
team to respond
• Increasing Vaccination Sites: HHS working to get additional M ich igan FQHCs online as part of our FQHC
vacci nat ions program, focused in hard-hit areas.
• Therapeutrcs: HHS is working to sca le up dellvery of therapeutics t o M ichigan
CDC Tr-avel Guidance
• CDC has a responsibility to update its gu idance and inform the tens of millions of Americans w ho have
been fu lly vaccinated on the latest science showing what t hey can do safely,
• The evidence is clear: vaccines are effective. CDC has announced that travel for fu lly vaccinated people is
low risk.
o Within the United Stat es, fully vaccinated people can travel without COVID-19 testing or post-
travel self -qua rantine.
o Vaccinated t ravelers should cont inue to take COVID-19 precautions: wear a mask, avoid crowds,
socia lly distancing, and washing hands f requently.
• However, given the rising cases and spread of varia nts and the large num ber of Americans yet to be
vacci nated, the CDC Director continues to encou rage people to avoid un necessary travel at this moment.
o Past surges of COVID-19 cases in the US have followed larger surges in travel.
o New vi rus variants have spread globally and in the U.S. through travel.
• This is one of the many reasons to get vaccinat ed. Vaccines offers an opportunity to return to normal life.
We're working hard t o get everyone vaccinated as fast as possible, but we're not there yet - the vast
majority of people still need to be vaccinated. So now isn't the time to let down our guard.
Immigration
Crowd1ng at Facil ities
Aren't you concerned about crowding at UAC facilities?

• As we have sa id repeated ly, a Border Patrol facil ity is no place for a child.
• We have been working around the clock, in coordination with HHS, to quickly move unaccompanied
children out of these crowded Border Patrol stations and into the care of HHS so they can be placed with
fa mily members or other sponsors.
• We deployed FEMA to help HH S quickly bu11d additiona l capacity to shelter unaccompanied ch ildren.
• We also developed and deployed a plan for HHS to more quickly place unaccompan ied children with
family members.
• We are seeing progress, but it takes time.
3
• Let me be clear: the border is not open, people should not make the dangerous journey, and we will
continue to expel Ind ivid uals and families.
Testi r~g
Why does DHS nottest all adults entering the country illegally?
• On t he vast majority of the southwest border - Texas, Arizona, New Mexico, and Ca lifornia - testing takes
place.
o We have ramped up partnerships with local NGOs to ensure testing takes place for migrants
entering t he country.
o Unaccompan ied Children crossing the border are processed through HHS facilities and tested .
o Migrants entering ICE facilities are tested, and they are quarantined if they test positive.
• DHS Is eager to get additional funding into the hands of the local public healt h officials in Texas.
o Our policy is to coordinat e with local governments and NGOs to ensure test ing for migrants is
available and that steps for Isolation, quarantining and medica l care can be taken should it be
needed.
Vaccine Verification
• Let me be clear, the government is not now nor will we be supporting a system t hat requires Americans
to carry a credential.
• There will be no federa l vacclnations database and no federa l ma ndate requirlng everyone to obtain a
single vaccinatton credent ia l.
• As these t ools are being considered by t he private and non-profit sectors, our interest is simple:
Americans' privacy and rights should be prot ected so these systems are not used against people unfa irly.
• If pushed:
o There have been questions raised about privacy, accessibility, and affordability, and our goal Is to
make sure that Americans' privacy is secure and protected.
Su rg1ng Cases I States Reopening
Why ore you not doing more to stop states from reopening?
• We know people are tired .
• Our advice is clear - now is not the time to let ou r guard down and relax proven public hea lth measures.
o We must recomm it to taki ng the steps we know work to prevent the spread as we continue to
sca le up our vaccination efforts.
4
• The President is doing everything he can -100 Day Mask Challenge

o Mask mandate on federal land and buildings
o Mask mandate on interstate travel
o POTtJS uses every opportunity to remind us not to let down our guard
• If a state is experiencing a spike in cases, we (and CDC) are working with states to :
A) Identify hot spots and factors contributing to these spike
B) Assess mitigation measures in place and amplify these measure
C) Examine the deployment of vaccinations across the state to determ ine if changes are needed to
reach high ly impacted communities.
• As to additiona l all ocations of vaccines- everything is on the table.
• Bottom li ne, we need everyone to continue to be vigilant as we work to vaccinate the country.
r ublic Ed ucation Campa ign
• We know t he most important thing we can do is invest in trusted messengers across t he country.
• That's why we launched the COVID-19 Community Corps - our program to get fact-based messages into
the hands of local messengers - more than 2,700 organizations have signed up so far.
• We' re also investing $3B to states and community-based organizations to strengthen vaccine confidence
in the highest-risk and hardest hit communities. This funding could go to:
o Faith-based organizations t o conduct door-to-door outreach
o Commun ity health workers who do culturally-competent bilingua l hea lth outreach
o Disabil ity organizations to ensure people have transportation to sites
• We're ramping up paid media efforts -- in multiple languages -- to match supply.
Reaching Conservatives
What are you doing to reach conservatives?
• The President's goal is to vaccinate all Americans, not just those who voted for him.
• We know we need to meet everyone where they are with trusted messengers, and that includes
conservatives. That's why we're engaged with:
o Faith Leaders: Dr. Fauci and Dr. Collins hosted an event with evangelical leaders to discuss the
vaccine and how we can partner with them. Dr. Francis Coll ins has participated in The 700 Club.
Dr. Nunez-Smith hosted a faith leaders roundtable.
o Rural Leaders like the Farm Bureau .
o Doctors: Eighty~one percent of Republicans said they would trust their own doctor or hea lth care
provider to provide reliable information about a COVID-19 vaccine. That's why we' re engaged
with the America n Medical Association, Family Physicians Association, and American College of
Physicians.
5
o Media and Enterta inment Industry: We've run PSAs with Deadliest Catch. We're engaged w ith
NASCAR and Country Music TV. We've participated in Q&A with Hugh Hewitt, the Bulwark and
Fox News.
• And to help meet conservatives where they are, we're expa nding mobi le clin ics in rural areas t o reach
people where they are.
Global
Global - Vaccine Sharing
• The President's first priority is to take care of the American people.

o We are a coun try t hat has suffered over half a million deaths, more t ha n any country in the
world.
o And given the unpredictabil ity of t his virus, we must be prepared for a variety of scenarios.
• However, as we get increasing confidence that we have enough vaccine, we will look at options for
sharing doses globally, including through COVAX .
• In the meantime, we've already ta ken significant steps. Under the President's direction, the U.S. has :
o Re-engaged with the WHO on Day 1.
o Comm itted to providing the most fund ing to COVAX of any other country in t he world - with $4 8.
This gives money to developing countries to purchase V<lccine.
o Annou nced with our Quad partners that we are working t o ach ieve expanded manufactu ring of
s.afe and effective COVJD-19 vaccines at facil ities in India. This boosts production globa lly.
If pushed
• As we get increasfng confidence t hat we have enough vaccfne, we wlll explore optlons for sharlng doses
wit h the rest of the world.
• The U.S. is one ofthe hard est hit countries in the world by t hi s pandem ic and we stil l have millions of
more people to vaccinat e.
• We are sti ll accelerating our own vacci nation campaign and are trying to reach as many people as quickly
as possible while preparing f or a variety of scena rios as we battle variants
Global- Drug company IP sharing
• The top priority of the United States is saving lives and ending the pandemic in the United States and
arou nd the world .
• This includes investing in COVAX and working with partners, as we announced w ith the Quad, to su rge
vacci ne prod uction and delivery.
6
• As part of rebuilding our alliances, we are exploring every avenue to coordi nat e with our global partners
and are eva luating the efficacy of any measure by its true potential to save lives.
Global- WHO .Origins Report
• Our experts continue to evaluate the WHO report. We have dedicated hundreds of collective hours to its
review.
• What Is clear from our review thus far is that the report lacks cr-ucla l dat a, lnformatlon, and access. It
represents a partial and incomplete picture.
• We urge the WHO to ensure the second phase of this study commences without furt her delay, includ ing
in China, in a way th at respect s and adheres to principles of transparency and openness, is expert-led and
free from interference.
• We will continue to work constructively with t he WHO and conti nue to focus on our mission at home -
encouraging Americans to mask up, socially distance, and get vaccinated as soon as it's your turn.
What do you want to happen next?
• The next phase of t his study must be swift, led entirely by a team of experts and conducted w ithout
int erference from China . Thei r access to original dat a must be guara nteed, and their deliberations must
be transparent, expert-led, and t imely.
• These studies should include additional follow-up in Chi na, should explore all hypotheses, includ ing t he
need for studies of animals to f ind the means of introduction into humans, and must include access to
origina l data.
7
FEMA Reimbursement Fund ing

How does the new FEMA funding differ from ED's $1228 funding for K-12 schools from ARP?
• The FEMA funding is open to a broader array of settings like child care centers, domestic violence
shelters, and hea lth care faci lities- in addition to K-12 schools.
• The ED fund ing covers a much broader set of services such as afterschool programs, tutoring, mental
health services, WiFi hotspots for students, and hi ring more teachers.
• Timing of when states can access the funds also differs-- ED funding comes In advance of a cost incurred
and FEMA is generally reimbursed only after the state/school pays for a product or service.
• While there is some overlap (both f und PPE, cleaning, and physica l barriers for example), that is by
design. It's a once in a century pandemic and states and schools need maximum flexibility to get kids back
in school.
FEMASites
• The sites are not dosing. States are taking over maintenance of the sites and t he federal government will
continue to pay for t he resources at each sites.
• We committed to these sites being in place for 8 weeks. We offered to extend the site beyond t hat 8
week period, for 4 addit ional weeks. A number of states have taken us up on that offer.
o That includes full staffi ng and f und ing, with vaccine supply comi ng from the state.
• We are incredibly proud of these sites, which have delivered more than 2 mil lion shots- 65% to people of
color.
Merck
• I'm not going to comment on an ongoing investigation from an incident in 2017.

• I will say that Merck is one of t he world's largest vaccine man ufacturers.
o The partnershi p with J&J has the potential to significantly increase the J&J vaccine output.
o As part of the partnership between Merck and J&J , they are totally retrofitting and updating
Merck' s plant in Durham.
• That said, any doses coming out of that Facility wou ld be cleared through a rigorous FDA process.
Moderna Vial Size
How will the Moderna news impact your overall goals?
• This is encouraging news. It's another tool in our toolbox and gives the company additional options as it
manufactu res millions of doses.
• As the President said, we'll have enough supply for every adult in America by the end of May.
• Moderna rema ins on track to meet its goal of 200 m ill ion doses by t he end of May, and we w il l continue
t o work closely with the company.
8
Website
Can you tell us more about the website? Why wait until May 1?
• We know it has been frustrating for people to find a vaccine.
• Much of that has been due to supply constraints but there are also too many w ebsites an d cal l centers
that aren't working as t hey should.
• And w e w ill lau nch a federa l webstte by May 1 When all Americans are eligtble. This websit e wil l help
people fi nd vaccination locations convenient to them.
• As all Americans are made eligible in May, we are also plann ing t o have a 1~800 number available f or
individuals who do not have easy access to the int ernet to find a vaccine.
Why not until May 1?
• We are piloting the program now and focused on helping states improve t heir own websites as supply
ramps up.
• We will fully launch on May 1st when all Americans w ill be eligible.
Equity
Racial disparities are persistent in vaccine administration and getting worse. What are you doing about it?
• Black and brown communities ha rdest hit by the pa ndemic.
• That's why we've set up channels to he lp ensure Black and brown communities have equitable access to
t he vaccine. We' re sending vaccine directly to :
o Mobi le Units are meeting people where they are.
o Comm unity Hea lth Centers that serve 60% people of color, expanding eligibility to 85%
o Pharmacies in local neighborhoods. More than 25% of pha rmacy doses have been administered
in high -risk commu nities.
• We're giving communities resources.

o We're providing $250M in local gra nts th rough the HHS Office of Minority Hea lth to encourage
COVID-19 safety and vaccinations among underserved populations.
• We're accelerating that work

o $68 to Commun ity Health Cent ers
o Dialysis pa rtnerships
o $330M for Community Health Workers
• And we w il l continue to acceler<1te our efforts to ensure a fair ·and equitable response.
On Florida's pop-up vaccine clinics -
9
• We take equity seriously and keep it at the center of our response.

• If you look at the data, 17% of Florida's population is Black, but less than 7% of vaccinations have gone to
African Americans in the state.
• That's one reason why we opened 4 FEMA sites- in Miami, Tampa, Jacksonville, and Orlando. These sites
disproportionately serve communities of color.
• In the weeks ahead, we will be working with the state of Florida to ensure they take our best practices in
reaching communities hardest hit by this pandemic and apply them statewide.
New Goal
Why no progress on average shots per day? The goal doesn't seem very ambitious?
• When we put out our 100M shots goal, it was considered too ambitions.
o No one considered 200M shots In 100 days possible.
• Now, we will have enough supply for all Americans by the end of May.
o By April19, 90% of Americans will be eligible and 90% of Americans will be within 5 miles of a
vaccine.
• 200 million shots in 100 days is double our original goal.

o And, we have to do the second hundred much faster than the first 100 million
• When we hit our new goa l, more than half of adu lts in Americans will have received their first shot.
o That's only about a month away.
l.SM shol/day average
Will you increase your average shots per day going forward?
• We are doubling our original goa l -- 200 million shots in 100 days.
• 2.5 million shots per day is a pace we need to maintain, and it's a record that we will continue to bui ld on .
• We may see an uptick in the average daily shots as supply continues to increase and states respond to the
President's directive to open up eligibility to all Americans no later than May 1.
Low Demnnd
Are you hitting a wall on demand?
• We're averaging more than 2.5M shot s per day. That is a strong pace and it enables to meet the
President's goa l of 200M shots in 100 days.
o At that polnt, more than half of the adult population will have one shot by day 100.
• We know there are tens of millions of people out in the country who are ready to step up and get
vaccinated when it's their turn .
10
1 Dose vs 2 Doses
Based on CDC's new evidence that the first shot gives 80%. protection, shouldn't we just focus on getting 1 dose to
as many people as possible rather than the current strategy for 2 doses?
• No. It is vital that everyone get their second dose of the Modern a or Pfizer vaccines.
• While these new data on the effectiveness of the first dose are encouraging, we do not know the
durability of the protection after a single dose.
• We know t hat the second dose provides even greater protection and we want to make sure that people
get as robust an immune response as possible glven the rise in concerning va rl ants in the U.S.
• Importantly, FDA has authorized the two-dose vaccine series and has not authorized a single dose for
these vaccines.
• Final ly, the supply of available vaccines in the U.S. is ramping up substantially, allowing us to keep a focus
on getting as many people fu lly vaccinat ed as quickly as possible without having to postpone the 2nd dose.
1\straZeneca
Key points for any questfon
• We will have enough supply of the Pfizer, Moderna, and J&J vaccin es f or all Americans by May 31 and all
adu lt Americans Wi ll be el igible for vaccinations no later than May 1.
• The AstraZeneca vaccine will go through that same rigorous authorization process by the Food and Drug
Administrati on and Centers for Disease Control and Prevention after thorough review of the data by
independent advisory committees.
Do you have confidence in AZ?
• The AstraZeneca vaccine will go through that same rigorous authorization process by the Food and Drug
Administration and Centers for Disease Control and Prevention after thorough review of the data by
independent advisory committees.
If approved by the FDA) will the Biden Administration use AZ in this country?
• It is important to remember t hat we have 3 highly effective vaccines and wi ll have enough supply of
Pfizer, Moderna, and Johnson & Johnson for all adults in the U.S. by end of May.
• Any additional vaccine candidates will go through a thorough review process and we wil l await that
outcome.
TeacherVaccinadons
It's now April. Did you vaccinate all the teachers?
11
• It takes some t ime for the data to roll in, but we're encouraged by the results we were seeing. We hope
to have more to say next week.
CDC Data Tracker
Why does CDC data not match the companies being close to targets?
• CDC data tracker shows doses that have been ordered and delivered.
• CDC data tracker does not show overall vaccfne allocations, and it does not show doses released to the
U.S. government, which is what Pffzer, Moderna, and J&J base thelr targets on.
• We are working to make the publicly available allocations more complete so folks have a clearer picture
of exactly how many doses have been allocated by the USG each week.
12
"age 355 to PJge 357
Wot11held purwarn to e);emplion Obtained via FOIA by Judicial Watch Inc.
(b)(51
of the Freeoom cr jnfvrmarton Act

Dream Organization Chart for PEC

Pearlman, Aj (HHS/IOS) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP

From: ( FYDIBOHF23SPDLT)/CN =RECIPIENTS/CN = B823159C628641 FB89934AD67912EDFF·PEARLMAN, A
<[email protected]>
To: (FYDIBOHF23SPDLT)/cn=Recipientsjcn=564fa9ed5fe2444f9lf5f51be8aca19b·Schake, Kri
< [email protected]>
Hirsch, Leni (OS/ASPR/IO) /o= Exchangelabs/ou= Exchange Administrative Group
(FYDIBOHF23SPDLT)/cn=Recipientsjcn=34faf26d8bf7481da08337c21162092f·Hirsch, Len
CC· < [email protected]>;
• Bousbar, Sabrina (OS/ASPR/IO) /o=Exchangelabs/ou=Exchange Administrative Group
( FYDIBOHF23SPDLT)/ cn=Recipients/ en =c3b36fcca26340edb30d5318295d8da7-Bousbar, Sa
<[email protected]>
Subject: For Discussion: Strategic Commsj Public Education
Date: 2021/03/ 14 07:30:35
Priority: Normal
Type: Note
Hi Kristina,
Starting a list of discussion points as we work to get you up to speed! I know that Josh has the paid
marketing side of the campaign well in hand, and that that will be your major focus until it gets rolled
out. But there are several other pieces we are planning to include that I expect you'll be intimately
involved with. See below.
b)i5l
This list is mainly a reminder for me . I'm cc'ing Leni and Sabrina, who are our team's two special
assistants and each have a role in the above. I'm thinking that Sabrina will be working with you closely
and Leni will also engage as needed.
Thanks,
AJ
AJ Pearlman
Chief of Staff, COVID-19 Response
Department of Health and Human Services

AJ.Pearl man@ hhs.gov

C: (202) ft)(6) I
Pearlman, Aj (HHS/IOS) /O=EXCHANGELABS/OU=EXCHANGE ADMINISTRATIVE GROUP
Sender: ( FYDIBOHF23SPDLT)/CN =REOPIENTS/CN = 88231 59C628641FB89934AD67912EDFF-PEARLMAN, A
<[email protected]>
( FYDIBOHF23SPDLT)/en= Recipients/ en =564fa9edSfe2444f91 fSfS 1be8aca 19b-Schake, Kri
Hirsch, Leni (OS/ASPR/IO) /o=Exchangelabs/ou=Exchange Administrative Group
Recipient: ( FYDIBOHF23SPDLT)/cn= Recipients/ cn=34faf26d8bf7481da08337c21162092f-Hi rsch, Len
Bousbar, Sabrina (OS/ASPR/10) jo=Exchangelabs/ou=Exchange Administrative Group
(FYDIBOHF23SPDLT)/en= Recipients/ en =c3b36fcca26340edb30d5318295d8da 7-Bousbar, Sa
<Sabri [email protected]>
Sent Date: 2021/03/14 07:30:32
Delivered Date: 2021/03/14 07:30:35

COVID-19 National Public Education Campaign

We Can Do This Engagement: Entertainment Industry
education campaign, We Ca11 Do This, to increase confidence and uptake in the COVJD-19
We have reached a critical point in the pandemic - getting Americans vaccinated as quickly as
possible is our path out of this crisis. To be successful, Americans need to be ready and wiUing
Americans hearjng from trusted messengers about the effectiveness and need to be confident
by reaching out to their communities to encourage vaccine confid ence.
"We Can Do This" Campaign

ourselves and our communities through increased vaccination to end the pandemic. All the
building vaccine confidence. Here are several resources md there are more on the We Can Do
Tllis website -
• Brand resources and guideline, go here.
• We Can Do This Campaign Toolkit, go here.
• Recent Ads from the Campaign, go here .

from people they know, recognize, and trust - including their favorite artists, athletes, and
entertainers. HHS is a resource to connecting influential individuals and organizations with
medical experts, the latest scientific information, FAQs, and resources that you need when
reachi11g out to your customers and employees to build trust in the COVID -19 vaccines.

·we hope to reach audiences who don' t follow our official accounts to spread the messages of
vaccine confidence. This is an opportunity for celebrities and influencers to connect with some of
the nation's leading public health e>..'perts and to h elp us reach our goal of communicating
directly and plainly with the American public on the topic of COVID-19 vaccination.
Specific Ideas on Ways the Entertainment Industry Can Help Build Vaccine Confidence
• Provide talent with information needed to join and support the We Can Do This
campa1gn.
• Connect talent with the resources needed to create engaging content that increases
vaccine confidence.
• I ntegrate We Can Do This into scripted a nd unscripted programm ing, if and when
possible.
• Allow characters from scripted programming to be used in high-quality content
promoting vaccine confidence.
• Donate production resources to expanding vaccine awareness.
• Work with talent to provide "giveaway experiences" (e.g. fan meet-and-greets) for those
who are vaccinated.
• Amplify artists social media posts on vaccine safety and receiving their vaccine. Lead your
teams or network to also post on social media about receiving their vaccine and the
importance of being vaccinated.
• Work with formal and informal artist networks to expand participation in the We Can Do
This Campaign.
• H elp artists who rely on live events for their art and livelihoods convey the message that
the soone r everyone's vaccinated, the sooner we can have concerts and shows again.
Join HHS's COVID-19 Community Corps

The COVID-19 Community Corps is a nationwide. grassroots network of voices people know
and thousands of individuals are joining the ranks every day to help increase vaccine confidence
and timely vaccination against COVID-19 in theii communities. HHS provides all Corps
emails, to local and national events, to sharable social media and digital content.

Over the coming months, the COVID~ 19 Public Education Campaign Team at HHS along with
the COVID-19 Response Team at the White House will be working together with prominent
members of the COVID-19 Community Corps - organizations with large social followings,
celebrities and influencers - to host conversations with our national public health experts as well
as local medical professionals to answer direct questions about COVID-19, the vaccine, and
vaccinated. These engagements wiJl constitute our We Can Do This: Live program and will allow
us to reach into targeted communities. Our goal will be to communicate directly and plainly with
the American public in the places where they consume content online: via content creators,

• Become a member of the COVID-19 Community Corps to receive information, sign up
here .
• Collaborate and distribute COVID-19 Community Corps and We Can Do This
o We Can Do This Toolkit
o Promoting your network to receive the weekly emails. ht>re .
• Promote or host our COVJD-19 Community Corps We Can Do This.' Live Event Series
• Host your own events on COVID-19 vaccine confidence or work with us to coordinate
Contact Us
We are here to be a resource to all organizations working to increase confidence in the COVID-
19 vaccines. For more information. please visit our vvebsite wecandothis.hhs.gov/ or contact us
directly.
Krisrina Schake
HHS COVlD-19 Public Education Campaign Director
[email protected]

ARP funded outreach

• CDC: Call center for vaccine appointments (target pops incl. unvaccinated seniors. communities of color. people with disabilities. those without access to
broadband. non-English speakers)Community based engagement with CDC's existing partners to target messages to specific populations (e.g .. partnerships
with Special Olympics)Administration for Community Living: grants to Community Based Organizations I Eldercare Locator for wraparound services for seniors
and people with disabilities (e.g .. transportation services)Office of Minority Health: additional supports to community based organizations who serve as trusted
messengersHealth Resources and Services Administration: additional funding for health centers to stand up public education efforts and reach vaccine hesitant
populations. for home visitors to educate on vaccine confidence. and to reach rural populationsCOVID-19 Community Corps: grants to local organizations for
wraparound services CMS: fund state Medicaid agencies to reach their populations through care coordinators and enrollment navigators to ensure vaccine
uptake in hard-to-reach communities ASPA I HHS: additional funding to support paid media for public education campaign HHS: additional staff for
implementation Misinformation I disinformation coordinationCOVID-19 Community Corps coordination. support. communicationsOffice of the Surgeon General
outreach. communication. engagement efforts (America's Doctor as trusted messenger)

Share th.e Mic Program Plan
Statement of Purpose
Over the coming months, the COVID-19 Publi'c Education Campaign Team at HHS along with
the COVTD-19 Response Team at the White House will be working together with prominent
members of the COVID-19 Com.tmmity Corps- celebrities and influencers - to host
conversations with our national public health experts as well as local medical professionals to
answer direct questions about COVID- 19, the vaccine, and provide our target audiences w'ith the
information they need to ultimately decide to get vaccinated. These engagements wi.ll constitute
om "Share the Mic" program and will allow us to reach into targeted communities, defined as:
• White conservatives- (young and old)

• African Americans (young and old)
• Latinos (young and old)
• YOl.lllg People
• General Market
Our goal will be to communicate ditectly and plainly with the Ametican public in the places
where they consume content online: via content creators, podcasters, Facebook groups, and
more.
Cadence
Each week, we will set a goal of two or three "Share the Mic'' engagements targeting at least one
ofthese communities. We will report b&ck each week on our reach and impact.
Often, these will take the form of interviews, but we will also work directly with creators to
produce videos and written interviews as well.
Targeting
• White Conservatives: To reach this community, we will target Facebook communities.
faith leaders, and sports figures.
o Some examples:
• N ASCAR dti vers
• Faith Leaders
• Franklin Grabrun
• Joyce Meyer
• Joel Osteen
• Country music singers
• NFL players
• African American: We'll target African Americans of all ages with differing strategies.
However, we ' ll focus on creators, tiktokers, meme pages, and communities, leveraging
the equity angle of our work and the safety of each of our three authorized vaccines.
o Some examples:

• Rickey Thompson (a multi-channel comedian and actor)

• Tabitha Brown (a weliness influencer with wide reach)
• The Shade Room (a celebtity gossip Instagram with 22 million followers)
• Jackie Aina (a beauty blogger with 4 million subscribers on YouTube)
• Latino: We'll engage Latinos of all ages via a variety of content creators, focusing on
Facebook and Tnstagram for an older demo, and then Youtube, celebrities and TikTok for
younger.
o Some examples:
• Pero Like (A Buzzfeed production with l million followers)
• Being Latino (a rneme fnstagram with 1 million followers)
• BadBunny
• Lele Pons·
• Young: For general audience young people, we wi II target endemic content creators, with
a particular focus on Youtube, and TikTok.
o Some examples:
• Tyler Oakley
• Charli Damilio
• Hank Green
• Glozeli Greene
• General: fn addition to the above audiences, we will seek to have a few wide-audience
digital engagements featming some of our more prominent sun-ogates and principals.
o Some examples:
• Michelle Obama Share the Mic with Dr. Walensky
• FLOTUS and Dr. WaJensky work with family bloggers to answer kids'
questions on COVID-19
Implementation
The Share the .Mic team will check in twice a week- at the top of each week to make sure all
engagements for the upcoming week are locked or almost locked and at the end of each week to
plan ahead for the following week's engagements and start to book doctors and influencers for
these conversations.
• The Share the Mic Team: Tanya Hamburger, K ristina Schake, Clarke Humphrey, Adrian
Saenz, and Ben Wakana
o Tanya, Kristina, and Clarke will lead on recruiting participants and coordinating
logistics sunounding the digital engagement with our public health experts or
other medical professionals and the celebrities or influencers with whom they ' ll
be speaking
o Adrian and Ben will lead on securing talent and medical professionals beyond our
national public health experts for these engagements
• Process:
o The team will meet on Friday's and all requests are submitted, Monday sent
through review process, and all is approved by Tuesday. This allows adequate

time to promote and uplift the event. The team will also meet Wednesdays for
check-in and updates on action items.
F ormats
• Live conversation or event via Facebook Live or Instagram Live or streamed live via
Zoom that can then be shared across HHS channels, the medical professionals' channels,
and the channels of the person sharing the mic.
• Pre-recorded conversation that the video team at HHS will edit and produce for
distribution on HHS channels, the medical professionals' channels, and the channels of
the person sharing the mic.
• Podcast appearances
• Op-ed or account takeover
Necessary Resources
In order to fully realize the potential of this program we' U need to ensure we have the capacity to
do the following:
• Edit videos - likely using a video producer within HHS or the White House if there is
absolutely no HHS capacity
• Produce graphics - likely using a graphic designer we can use to promote the events
ahead of time across our social channels
• Map out which celebrities and influencers appeal to our target audiences and which
medical professionals will be the best to pair with them- ideally working with someone
who has experience in social media with an expertise in potential talent we can tap for
these engagements
Metrics
Our goal with Share the .Mic events is to reach the audiences who don't follow our official
accounts. Therefore, we wm track total reach and video views for each event. We 'll work with
our celebrity and influencer partners to ensure they're reporting metrics back to us that we'll
collate and circulate internally on a weekly basis.
In addition, we plan to track success through the number of reg'istrations we receive after each
event for COVlD-19 Community Corps. After every event we will ask all viewers to take
specific action and be involved with receiving up to date information from the Department of
Health and Human Services by signing up at https://wecandothis.bl1s.gov/covidcmnmunitycorps
The goal is 5,000 sign ups after each event. If the influencer celebrity has a following of over
1OM, the goal is I 0,000-20,000 registrations. We will ask each celebrity/influencer/health expert
to post the event on their social media cha1mels to make the ask of their followers to join CCC.
Schedule of Share the Mic Events
Week of April 12
Ftiday, April 16, 3:00PM ET: Dr. Fauci doing TBD
• Process for each event:

o Confinn the doctor's availability before Kristina/Other meets with the guest we are
inviting
o Kristina to work with invited guest's team on date and time
• Pitch the event fom1ats and share the preferred format with teams. Determine
what they can provide for the event and if we need a video producer on our
end to lead this.
o Once date and tin1e is established
• Work on the programming/questionnaire/script/talking points
• Make sure all is approved by the HHS team: lENASP A/OGC
• Request a CCC Share the Mic graphic
• Request that it is announced in CCC weekly newsletter
• Send to Op Divs/Staff Divs to amplify the event
Week of April19
Monday, April 19: Michelle Obama - Dr.
Tuesday, Apri l 20, 3:00 PM ET: Dr. Fauci with Complex
Date/time TBD - scheduling in progress: Dr. Murthy with Sandra Oh
Date/time TBD - scheduling in progress: Jeff Zients on NowThis News
Week of April26
Monday, April 26 or 28, 1:00PM ET; Dr. Nunez-Smith digi tal conversation with Tia Mowry on
women's health
Tuesday, April 27, 6:15PM ET: Dr. Nunez-Smith ·with Black faith Leaders
Date/time TBD- scheduling in progress: Eva Longoria -Dr.
Date/time TBD- scheduling in progress: Kerry Washington- Dr.
Future Events (scheduling in progress)

Dr. Collins conservative/faith outreach (TBD)
Dr. Nunez-Smith with Ibram Kendi (TBD)
Potentially a WVlE wrestler who's reached out and wants to help·
Dr. Nunez-Smith with Shonda Rhimes and TV doctors (TBD, in May)

Page 369 to ~ge 3Ti
Wo!N1e11l pur!tr..rn to eKemplion Obtained via FOIA by Judicial Watch Inc.

ib)\51
of the Freeoom cHnfarmarlon Act

HHS COVID-19 Public

Education Campaign
Co-Chair Briefing

March 30, 2021
Goals
1. Educate Americans on how 2. Build trust in the vaccines 3. Increase vaccine uptake by
they can protect themselves so more American are ready educating Americans about
and slow the spread of COVID to take them how and where to get
-19 vaccinated
The public education campaign will include five key work streams targeted at four distinct
audiences: community engagement, funding, and trusted messengers; corporate partnerships;
digital strategy; earned media; and paid media.


of our overall program. We will also have a
strategy
community
organizations
take actions that encourage vaccination .
Private sector
engagement


Vaccination intent a1nong key demos Four Key Target Audiences
• NO\·ember
• !\'l arch
1. Black
70%
6o% CommunitiesHispanic
Comm u n itiesConservativ
esYoung people

Announcements This Week
Thursday, Aprii1COVID-19 Community

CorpPaid Media Campaign "We Can Do This"

Trusted Partnerships Matter

In-community messengers are essential for the most hesitant audiences
informationAddress mis- and disinformation Help create a feedback loop for
providers and patients Examples of trusted community messengers:
w ,; :e:
... JL e
-
••• ~;(® ~
t~
• •
Community Pharmacists Nurses
&&&
Faith Leaders
Health Workers HHS COVID-19 Public Education Campaign 7
COVID19 Community Corps (CCC)

COVID-19 Community Corps will be an effort to galvanize
trusted messengers in local communities to encourage
friends, family, and neighbors to get vaccinated. The
program will be to provide toolkits and resources for
Community Corps members to organize within
their organizations, communities, and more to help build
vaccine confidence throughout the country. Community
Corps members will receive weekly updates on the latest
scientific and medical updates, talking points about the
vaccine, social media suggestions, infographics, factsheets
with timely, accurate information, and tools on ways to help

COVID-19 Community Corps Plan
Partners
• We have confirmed a variety of partners that are a part of the following categories:
Medical Orgs (doctors, nurses, public health); Af-Am Leaders; Latino Leaders; Faith
Leaders; Rural Groups; Community Leaders (kind of a catch all category like SEIU);
Entertainment (Sports leagues, celebrities, athletes). Our partners will be trusted
messengers and partake in programs led by CCC.
Individuals
• Individuals will be able to sign up and participate in receiving the latest information through
weekly emails, partake in virtual events, and be given the materials to be trusted
messengers in their communities.

The Ask to Partners

• Become an official member of the COVID-19 Community
CorpsParticipate in Share the Mic virtual events: This will include using
your social platform to uplift vaccine confidence with health workers like
doctors, nurses, pediatricians, and more. There will be more official
guidance on the program to come in the next few weeks. Collaborate
and distribute Community Corps and We Can Do This Campaign content
to your networks. We will provide weekly emails with information and
toolkits. In the second wave of the program (May) develop and host
events to sponsor/administer vaccines. In addition, participate in virtual
events such as townhalls, panels, concerts, etc. More detail to come. We
ask they commit to all asks but understand if they would like to sign on
as just a community corps member.


• American Public Health ActionCOVID
AssociationAmerica CollaborativeMLB
Medical
AssociationSEIUNAACPCi
vic NationPGA
TourNASCARFaith in
We plan to have more than 100 partners signed up for our Thursday release!

Paid Media Campaigns

Slow the spread Prepare the nation Vaccination (Wave 1)

Run March -April Target hardest-hit Run March- July Target adults age Run April - MayTarget seniors age
communities by cases and 18+ actively searching for 65+ across demographic groups, by
demographicsHighlight new COVID- information on or curious about 65+ population and hesitancyBuild
19 variants as a reason to continue vaccineAnswer top questions about confidence and remind vaccine-
wearing a mask, keeping distance, the vaccines.Run online-only in ready individuals to get
and getting vaccine in-turnUse English and Spanish, through paid vaccinatedUse all channels
radio, social , print, and digital (no TV social , digital display, and search including TV, radio, print, out-of-
and digital

Total Market
WE
CAN
DO
THIS
Don~ let your guard Learn More

or your mask down.

Hispanic U.S. Department of Health and

Human Services 0
Sponsored · 0

Not one step back against COVIO and new forms of the virus. nuestro turno ja ponemos Ia vacuna!

propagaci6n del COVID
r') Love n Comment

American Indian I U.S Department of Health and

Human Services
...
Alaska Native I'm waiting my turn to get the vaccine, and I
Wearing a well-fitted mask, avoiding crowds, and
social diatancing will help me stay ufe against
apart. Get vaccinated when it's your turn.
against new forms of the virus. Mask up. Keep six
feet apart. Get the vaccine when it's your turn.Learn
Help slow the spread ( LEARN MORE J
O Comment ~ Sf\:ue
)n Campaign
AAPI {Mandarin)
English Chinese
New forms of =~~xtm li5tftl~
the virus, same
•
Body:l!:m:~*~-~. ifiiJJ».rfUJ!COVIDil
1Wi!!W JJ». 73tit:. fJi~3tfsll~·iiJftJ!3~Ht
is changing-with new forms of Mo ~ fflim~ Am•J£~covloJ(g~~~r."
the virus called variants that *~~~~o~•*~m••~. ~~••c
may spread more easily. But .,~M~~R~~~m•. *«~~~~~
one thing is the same: our t$iliJ{t fif'I!§Ji, ~ffJ&t~M=f-a!&JfifliiiJo
getting vaccinated when it's our Disclaimer:J?..l..I:.!Hl\EBHHS~III.E~&~~!Il
turn-
together.
CTA:Learn more at
Services
gn

I
Draft for Discussion Purposes Only/Pre-decisional 20

Tick Tock
Wednesday, March 31 Final CCC

toolkit is locked in and ready for
Thursday morning send
outBackground Call with reportersTV
Doctors Call for CCC launch
Thursday, April 1Embargo lifts Press
release goes outVPOTUS event with
Community Corps Members Potential
Morning TV for Leaders + Community
Corps HHS COVID-19 Public Education Campaign 22

JW V HHS COVID Community Corps September 2021 02315

Uploaded by

Copyright:

Available Formats

JW V HHS COVID Community Corps September 2021 02315

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

JW V HHS COVID Community Corps September 2021 02315

Uploaded by

Copyright:

Available Formats

Obtained via FOIA by Judicial Watch Inc.

Become a Founding Member Today TRIS

The mission of Commw1ity Corps

What are Community Corps members asked to do

Why is it important you join us?

Thank you all and we look forward to w.orking with you.

September Production 001

COVID 19 Community Corps Pitch TRIS

l. Become a Community Corps Member

Wrap up your asks:

After the meeting

September Production 002

From: Donilon, Shawn <[email protected]>

Shawn Donilon is inviting you to a scheduled Zoom meeting.

Join Zoom Meeting

September Production 003

Dial by your location

Join by Skype for Business

Sender: Donilon, Shawn <[email protected]>

September Production 004

To: Michael Lewan <[email protected]>

From: Michael Lewan <[email protected]>

From: Michael Lewan

Let's lock in 2ET!

September Production 005

From : Schake, Kristina (HHS/IOS) <[email protected]>

How about noon or 2 pm ET on Monday?

From : Michael Lewan <[email protected]>

From : Schake, Kristina (HHS/IOS) <[email protected]>

From : Matthew Bango <[email protected]>

September Production 006

From : Michael Lewan <[email protected]>

From : Schake, Kristina (HHS/105) <[email protected]>

From : Peck, Joshua (HHS/ASPA) <[email protected]>

Kristina and Daryl,

September Production 007

September Production 008

Become a Founding Member Today

What is the COVID~ l 9 Community Corps?

The mission of Community Corps

What are Community Corps members asked to do

Why is it important yon join us?

Thank you all and we look forward to working with you.

September Production 009

A campaign to increase vaccine confidence while reinforcing basic prevention measures

HHS COVID-19 Public

HHS COVID-19 Public Education Campaign

HHS COVID-19 Public Education Campaign 2

Public Education Campaign will build vaccine

HHS COVID-19 Public Education Campaign 3

Paid Media Campaigns

Slow the spread Preparing the nation Vaccination (Wave 1)

HHS COVID-19 Public Education Campaign

Don~ let your guard Learn More

HHS COVID-19 Public Education Campaign

Hispanic U.S. Department of Health and

Debemos seguir usando mascarillas, mantener

Full post copy:Vacunate cuando sea tu turno. Sigue usando mascarillas,

Black I African American