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WJCT Wins Major CPB Grant to Address COVID-19 Misinformation
WASHINGTON, D.C. (August 19, 2021) – The Corporation for Public Broadcasting (CPB) is awarding a total of $275,000 in emergency grants to 14 public media stations across the country to address COVID-19 misinformation in their communities. The grants – up to $20,000 each – are being awarded to public television and radio stations in areas with low vaccination and high infection rates, or in emerging hotspots for coronavirus infection.
“Public media stations, locally operated, work with their communities through partnerships of trust. General managers of stations serving America’s communities that are hard hit by the pandemic are committed to breaking through the cycle of misinformation regarding the COVID-19 vaccine and are providing information that is saving lives,” said Patricia Harrison, CPB president and CEO. “CPB is committed to funding their work as part of our stewardship and mission.”
WJCT Public Media will use digital engagement and texting tools to reach people in targeted areas with high levels of vaccine reluctance. WJCT will develop personalized, branching information trees to provide users accurate, accessible information on vaccine safety; connect users with coverage by their award-winning news team; and incorporate updates from local doctors and pharmacists to provide answers to specific questions.
Public media organizations are using the funding to produce or extend programming about the coronavirus pandemic, to develop multiplatform public service announcement campaigns, and to organize community outreach efforts regarding the pandemic and vaccines. Many stations are working with local partners to reach specific audiences with low vaccination rates, through communication methods ranging from public affairs programming to text messages to viral TikTok videos.
You can read more about the CPB grants here.