Broward, Miami-Dade groups up for the COVID-19 vaccination marketing campaign “I Did It”

MIAMI, Fla. Miami-Dade and Broward Counties are working with the South Florida Health Foundation to clarify what officials see as a slowdown in vaccine demand.

They launched a multilingual regional campaign to address vaccine hesitation at a time when the Broward County Mayor says hospital admissions are due.

[RELATED: See more about the “I Did It” campaign.]

“We’re in the middle of an upswing, unfortunately,” said Steve Geller, Broward County Mayor.

The campaign is called “I Did It” and features various local faces in targeted ads in print and television explaining why they received their COVID-19 vaccination. The campaign message is: “From neighbors who have already taken the vaccine and from those who help others do the same. Everyone said, “I did it.”

Miami-Dade County Mayor Daniella Levine Cava said the demand for vaccines is declining, so the timing for “I Did It” is right.


“The timing is perfect because we are entering a phase of vaccine persuasion.”

On Wednesday, the Jackson Health System, citing a decline in demand for dates, announced that it would end the first doses of Pfizer at its vaccination sites by the end of the month. After that they will give second doses until May 21st.

In South Florida, the vaccination rate is 40 percent.

“It’s not good enough,” said Cava.

With variants in the mix, infectious disease experts said it could take 80 percent of the population to get vaccinated to achieve herd immunity.

“We want to build confidence in the COVID vaccine, which is used primarily in black and Latino communities,” said Loreen Chant, President and CEO of the South Florida Health Foundation.

Geller urged the leaders to strengthen themselves.


“We need to get faith-based leaders, community leaders in every group, to be shot in the arm to get over it,” he said.

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