‘La Abuelina’ Has Helped More Latinos Get Vaccinated in Montgomery County

The Abuelina COVID-19 campaign was created by the team at Communications Shop as part of the initiative Por Nuestra Salud y Bienestar of the Montgomery County Government. The campaign was promoted by the Hispanic Councilmembers Nancy Navarro and Gabe Albornoz at the beginning of the COVID-19 pandemic.

Abuelina, her husband Don Carlos, and now their grandchildren, Alex and Valentina, have developed countless animated messages throughout the pandemic. They guide the county’s Hispanic community to get tested for coronavirus,  get vaccinated, and  provide access to available resources.

Hispanics make up 20% of Montgomery County’s population, but of all the demographics in Montgomery County they have the strongest vaccination rate. Maryland’s vaccination data shows that so far about 95% of the county’s Hispanic community has received at least one dose of the vaccine.

MyMCM spoke with Mynellis Negrón, Director of Market and Strategic Partnerships for the Communications Shop, about the process behind the creation of Abuelina and her family, the success of the campaign and the development of the local health and wellbeing initiative.

About Michael Hernández

Michael Hernández is a freelancer reporter for Montgomery Community Media and Hola Montgomery. He was previously an intern at MCM and is also a junior journalism major at the University of Maryland. You can reach him by email at mhernandez@mymcmedia.org.

View all posts by Michael Hernández