American Behavioral Scientist, Ahead of Print.
Big Shots is a graduate student-developed social media campaign that aims to promote COVID-19 vaccine literacy and build vaccine confidence through the power of storytelling. Here we describe the development of the partnerships underlying the campaign and detail the campaign’s achievements thus far, including its recognition and celebration (to date) of 12 individuals and groups who have broken down barriers to COVID-19 vaccination in their communities. The ongoing campaign may serve as a model to guide future “grassroots” social media campaigns aimed at addressing public health issues.