Commit to C.A.R.E.

In partnership with the American Industrial Hygiene Association (AIHA) and the Integrated Bioscience and Built Environment Consortium (I.B.E.C.), and funded by the C.D.C. National Institute for Occupational Safety and Health (NIOSH), Firebrand developed a national public health campaign and worker safety certification program to prevent the spread of infectious diseases in the workplace. This interactive campaign included 16 educational animated videos in ten languages and over 30 supplementary materials such as checklists, posters, and infographics, all centralized in a digital hub accessible to a broad audience.

The initiative expanded into the Commit to C.A.R.E. program, endorsed by over 40 companies and professional associations, including the National Safety Council, Amazon, and L'Oreal, and supported by the White House's Office of Science and Technology Policy (O.S.T.P.). The campaign reached over 940,000 people and further expanded into Latin America and Europe.

The content was developed through an anti-racist lens, targeting marginalized workers, and translated into 12 languages. Initially focused on COVID-19, the program now covers airborne infectious disease prevention, COVID-19 vaccination, and technologies like in-room air cleaners and germicidal U.V. 

In September 2023, funded by the C.D.C. Foundation, the program expanded to include mpox transmission, prevention, and vaccine safety materials. It distributed culturally tailored educational materials through digital channels and a community partner network.

The priority community for this project was the Black and Hispanic LGBTQIA+ community, their family, friends, and peers in faith gatherings or community events in LGBTQIA+-affirming churches across the U.S. According to the C.D.C., these racial and ethnic populations represent over 60% of those contracting mpox.

Our target age demographic was 26-45 years old4, representing the largest impacted population of mpox infection and the median age in places of worship, either as congregation members or parents of our LGBTQIA+ audience. 

Focusing on the Black and Hispanic LGBTQIA+ community in faith gatherings and community events was informed by several factors. The stigma surrounding sexual orientation, gender identity, and sexually transmitted infections creates barriers to accessing healthcare and preventive measures. Addressing mpox within faith gatherings allows us to challenge these stigmas, promote acceptance, and foster supportive environments that embrace diversity and inclusivity.

This initiative aimed to go beyond the stigma associated with mpox solely related to sexual activity, emphasizing the importance of overall health and well-being within the Black and Hispanic LGBTQIA+ community. Our approach included culturally relevant messaging, collaboration with community leaders such as Pride in the Pews, creation of tailored interactive resources, collaboration with scientific and healthcare professionals to ensure accuracy, digital distribution of content, and ongoing monitoring and evaluation.

Throughout the campaign, we hosted nine outreach events presenting to various groups, including scientists, industrial hygienists, and church leaders, reaching 101 attendees. The campaign developed and disseminated multiple communication materials, such as four mpox-related tip sheets, an interactive myth-busting quiz, a printable brochure, a direct email to religious leaders, a Christian sermon, an animated video on mpox transmission, and an informational landing page. These materials were available in both English and Spanish to maximize reach.