Open-Access COVID-19 Vaccine Campaign Brings Recovery a Bit Closer in Colorado

A collaborative open-access COVID-19 vaccine promotion campaign is helping Coloradans get a bit closer to working — and drinking beer — together again.

Latino-owned Raíces Brewing Co. is producing Juntos por la Victoria | Victory Together beer cans and working with the Colorado Brewers Guild to encourage vaccinations.

SE2, a Colorado-based integrated marketing and communications agency focused on social change, created the campaign and is providing it to organizations through the Creative Commons licensing platform, which provides a simple, standardized way to give permission to share creative work.

The Creative Commons Open COVID Pledge calls on organizations around the world to make their patents and copyrights freely available in the fight against the COVID-19 pandemic. 

Tamil Maldonado-Vega, co-founder of Raíces Brewing Co., said, “We would love to see our communities meet at our establishments without fear and create new special moments with families and friends over a beer! We all have a responsibility to do the best we can to protect our loved ones. Vaccination is now available, and we encourage everyone to protect themselves and others so we can enjoy life, socialize and enjoy each other doing the things we love doing together.”

The Denver Metro Chamber of Commerce tailored the campaign to the business community and made the graphics and sample social media posts widely available for download in both Spanish and English. 

The Chamber is encouraging employers to print the graphics to display in businesses and on products and share the campaign with their social networks and through other digital communications. 

The graphics continue the Chamber’s focus on helping employers and employees access the vaccine to help fully reopen Colorado’s economy.  

“For over a year, we’ve been wearing masks, social distancing, and staying home as much as possible – all with the focus on protecting others,” said Kelly Brough, Chamber president and CEO. “The vaccine represents a beginning of the end of this pandemic and the opportunity for Coloradans to get back to work growing our economy. We want to do everything we can to encourage Coloradans to get vaccinated, so we can work together safely again.”

The campaign, based on vaccine hesitancy and acceptance opinion research, was created by SE2 Creative Director Juan Cabrera and SE2 Content Director Bazi Kanani. 

“The iconic hand gesture of two fingers in the shape of a V has been used around the world to symbolize victory, peace, or simply ‘Hi’ in social media pics,” Cabrera said. “It is also the letter V (for vaccine) in American Sign Language. This campaign uses this symbol and common gesture as a sign of support for the historic COVID-19 vaccine mobilization to help end this pandemic. We will do our part to get vaccinated — and encourage and help others to do the same — because the vaccine is our path to victory.” 

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