November 23, 2021
Albany, NY

Governor Hochul Announces Direct Messaging Efforts to Increase COVID-19 Vaccination and Booster Rates Among New Yorkers

Governor Hochul Announces Direct Messaging Efforts to Increase COVID-19 Vaccination and Booster Rates Among New Yorkers

Over 2.5 Million New Yorkers Have Received SMS Reminders

New York State Notifying New Yorkers of Important Vaccination and Booster Eligibility Information to Encourage More New Yorkers to Get Vaccinated This Holiday Season

Efforts Include New SMS Text Messages in English and Spanish, Excelsior Pass Notifications, as well as Increased Digital and Advertising Efforts

Part of Expanded Education and Access Efforts to Activate All New Yorkers to Get Vaccinated and Help Their Loved Ones

Governor Kathy Hochul today announced enhanced direct messaging efforts to increase COVID-19 vaccination and booster rates among New Yorkers as the holidays approach. The direct messaging program is part of the State's ongoing and comprehensive campaign to ensure vaccination and eligibility news reaches New Yorkers directly, activating more messengers on the ground. Today, the State launched its seventh SMS text message, being rolled-out in English and Spanish. The text reminds New Yorkers to celebrate a safe holiday with loved ones by ensuring children 5 years and older are vaccinated against COVID-19, and eligible New Yorkers 18 and older receive their booster dose.

"This direct messaging effort is part of New York's multilayered campaign to engage New York families to ensure everyone in their household is vaccinated and up-to-date with all recommended vaccine doses," Governor Hochul said. "As part of our vast public information strategy, utilizing SMS text messaging and Excelsior Pass notifications - we can reach more New Yorkers with these important messages, and inspire even those who are fully boosted to help others in their communities. When you get vaccinated and get your booster, you continue to not only protect yourself, but your loved ones. Vaccines are critical to enjoying a safe and healthy holiday season with family and friends and I strongly encourage New Yorkers to get vaccinated to help prevent the spread of this deadly virus."

Being rolled-out in English and Spanish, individuals who initially received their vaccine and consented to receiving text messages while at a mass vaccination site will receive the following message:

For a safe holiday, help everyone in your family get vaccinated. NYers 5+ should receive the COVID-19 vaccine and eligible 18+ a booster. Visit:

In addition to the SMS text campaign, New York State created a dedicated website with information about booster doses, additional doses, eligibility, frequently asked questions, and resources for providers on-the-ground to support in the dissemination of information to eligible populations as well as a new microsite for information on children 5 - 11. To date since boosters have been available, NYS has sent seven text messages reaching 2.5 million New Yorkers. The State also continues to communicate with Excelsior Pass holders through push notification messaging, including about booster doses.

We also continue our work to community-based trusted messengers on the ground, audience-specific pop-up strategies and traditional advertising efforts such as the new PSAS launched for 5-11-year-olds and the State's #VaxtoSchool efforts. To learn more and schedule your free vaccine or booster dose appointment, visit here.

Contact the Governor's Press Office

Contact us by phone:

Albany: (518) 474-8418
New York City: (212) 681-4640


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