Nelion Strategy was started in response to the inequitable impact that Covid is having on marginalized communities in Canada. We are working with grassroots community organizations in Toronto to use behavioral insights to increase vaccine confidence and uptake in marginalized communities. For this project we will be working with the grassroots group, Save Toronto Carnival, to increase confidence in and uptake of Covid vaccine in the Black, Indo-Caribbean communities. Save Toronto Carnival is excited to be included as one of the 150 community groups and agencies who have received funding under the City of Toronto's $5.5 million COVID-19 Vaccine Engagement Teams Grants.

In collaboration with key contacts at our organization, students will design and carry out the following activities

• Develop and execute social listening and monitoring activities. This will include development of a regular report that can be shared with community partners and stakeholders. Create an assessment tool to help guide our social listening and information gathering activities.
• Develop and roll out Social Media content strategy. This will include identifying our target audience within the Black and Indo-Caribbean, East African communities including demographics and content preference. A target persona will be developed to ensure a consistent brand voice. This is essential in demonstrating authenticity and building trust required for social nudging. Using social media strategy to engage that target audience.
• Develop metric monitoring plan for ongoing program improvement and evaluation. It will be essential to identify what is working and what is not. Identification of analytics that will act as an early identifier for the need to pivot.