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The Centers for Disease Control and Prevention teamed up with multicultural agency Sensis on a campaign to sway vaccine-hesitant multicultural Generation Z and millennials, with a special emphasis on Black populations.
The campaign was spurred by research showing that many of the people in these groups are gearing up for holiday travel and fed up with more than 18 months of pandemic-related restrictions, and it plays on things that are important to those age groups: adventure, TikTok and “plain old FOMO” (fear of missing out).