KSOM Dept of PopPublicHS_1 lineWhtGold

COVID-19 Pandemic Research Center (CPRC)

Stay Connected Los Angeles: An innovative Public Health and the Arts Campaign to Mitigate the Impact of COVID-19


COVID-19 has exacerbated pervasive health disparities in the most vulnerable communities. Latinos in Los Angeles have the highest number of COVID-19 cases of all groups. To reach this population we propose to develop and test an intervention where arts meets public health. Working with local Latino artists in the Eastern part of Los Angeles, we seek to better understand health safety behaviors in this population via town hall meetings and focus groups, and develop and test educational materials, outdoor media materials and messaging to increase mitigation behaviors in the community. In addition to the campaign, a case management of resources interventions is being deployed with promotores de salud during a six weeks period to address the particular needs of highly vulnerable populations, including seniors, and those with chronic conditions. A community advisory committee of stakeholders will help to lead the project. Imagery and messaging will be displayed in the community as well as via partner agencies.

As part of VaccinateLA (Kipke/Baezconde-Garbanati, PIs), Jeremy Kagan and Sheila Murphy’s Telling Stories, Saving Lives worked with young Latinx and African American filmmakers trained at USC School of Cinematic Arts to create two short stories that debunk common myths that underlie vaccine hesitancy in those specific populations.

Of Reasons and Rumors follows a tight-knit Latino family in East LA who disagree about the importance and safety of Covid vaccination.
English Version:
Spanish Version:
Happy Birthday, Granny revolves around an African-American family in South LA celebrating their grandmother’s birthday when an argument leads to an honest discussion about the truth about the development and safety of the Covid vaccine.

The films were produced by filmmakers representing these communities with the support of USC Annenberg School for Communication and Journalism, Keck School of Medicine at USC (VaccinateLA, StayConnectedLA) and ACTransformative Media.

For more information, please contact Laura Stoddard (laura.stoddard@med.usc.edu).

Principal Investigator
Lourdes Baezconde-Garbanati, PhD, MPH

Kayla de la Haye, PhD

Tess B. Cruz, PhD

Bonnie Olsen, PhD

Jane Steinberg, PhD, MPH

Program Manager
Mercedes Amezcua

Program Administrator
Rosa Barahona

Student Interns
Edward Chauca

Dulce Acosta
USC (Community liaison)

Paul Craig
Keck Medicine Health System

David Galaviz
USC (Arts advisor)