News

By Pfizer co-authors, Kathryn Mitchell, Director, Multicultural Consumer Marketing and Jennifer Medina Matsuki, MPH, CHES, Director, Public Health Partnerships and Initiatives

The tridemic of COVID-19, Influenza (flu), and Respiratory Syncytial Virus (RSV) continues to test our healthcare system and disproportionately affect communities of color, especially Black and Hispanic communities. Preparedness begins with listening and responding to what communities say they need.

Pfizer’s We Talk, We Rise and Si Hablamos, Nos Levantamos campaign was co-created with community partners to provide culturally relevant resources that empower communities with trusted information. These resources help public health messengers address misinformation, raise awareness of treatment options, and build trust.

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A Look Back

Overlapping waves of COVID-19, flu, and RSV over the past five years have amplified long-standing inequities in access and outcomes. COVID-19 remains a driver of severe illness, especially in Black and Hispanic/Latino communities.

• COVID-19 alone has been responsible for over 1.2 million U.S. deaths to date.¹
  • As of 2024, Black Americans are nearly 1.4x more likely to be hospitalized for COVID-19 compared to White Americans.²
  • Hispanic/Latino communities also face higher hospitalization and mortality rates²
• Flu continued to send around 470,000 people to the hospital from 2023 to 2024.³
• RSV, once thought of mainly as a pediatric illness, now causes serious illness in older adults.⁴

Although the news cycle has shifted, COVID-19 still demands our attention and action.

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Where We Are Now: Tracking the Waves

Surveillance shows COVID-19 remains present year-round, not only during “flu season.” As of late summer, COVID-19 infections were either growing or likely growing in 45 states, underscoring that surveillance and reporting is still needed year-round.⁵

Public health officials should prepare for surges in high-risk communities, ensuring vaccines and treatments remain accessible in all 50 states, and equip practitioners with in-language, culturally relevant resources – such as those available through We Talk, We Rise and Si Hablamos, Nos Levantamos.

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Treatment Options & Access to Care

Today, several treatment options exist for COVID-19, including oral treatment options that must be started within days of symptoms. Yet access remains uneven. Some of the barriers include:

• Mistrust in the healthcare system
• Misinformation and inconsistent messaging
• Limited availability of culturally relevant information in Spanish and other languages
• Confusion on the pathway to medication coverage

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Bridging the Gaps: Community, Industry, and Awareness Campaigns

Public health professionals work tirelessly to reach communities. That’s why Pfizer co-created the We Talk, We Rise and Si Hablamos, Nos Levantamos campaign with community health workers, promotores, faith leaders, and local organizations. This initiative equips practitioners with ready-to-use, culturally inclusive materials that reflect patient voices and community realities.

Since launching in June 2025, it has scaled nationwide, adopted by public health departments/national and local non-profits, and featured at national conferences. Public health practitioners, CHWs and promotores have praised it for:

• Content written in plain-language at a sixth-grade reading level
• Print and digital tools available in Latin American Spanish
• Easy deployment during early surges and seasonal peaks

This demonstrates what is possible when industry partners with public health practitioners to co-create solutions.

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What We Can Do Together

As another season approaches, the burden of respiratory illness remains unpredictable. The solution is not reaction, but preparation. Together, public health and industry leaders can:

• Act early and center equity around community resilience to help reduce illness
• Deliver timely, culturally relevant information to Black and Hispanic/Latino communities
• Partner with CHWs, promotores, and community organizations
• Leverage available resources, including We Talk, We Rise and Si Hablamos, Nos Levantamos

Preparedness is industry and public health practitioners working together to close access gaps and deliver equitable, timely resources to communities that need them most.

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Moving Forward

As the pharmaceutical industry continues to embrace its role in public health, We Talk, We Rise and Si Hablamos, Nos Levantamos embodies the power of community partnership. Working with local organizations and centering cultural competence helps people make informed decisions and access care.

To learn more or explore partnership opportunities, please contact Director of Public Health Partnerships and Initiatives, Jennifer Matsuki Medina, MPH, CHES at jennifer.matsuki@pfizer.com.

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References

1. Centers for Disease Control and Prevention. (2025). Provisional COVID-19 death counts by week ending date and state. National Center for Health Statistics. https://www.cdc.gov/nchs/nvss/vsrr/covid19/index.htm
2. COVID-19–Associated Hospitalizations Among U.S. Adults Aged ≥18 Years — COVID-NET, 12 States, October 2023–April 2024. Morbidity and Mortality Weekly Report. https://www.cdc.gov/mmwr/volumes/73/wr/mm7339a2.htm
3. Centers for Disease Control and Prevention. (2024). About estimated flu burden. National Center for Health Statistics. https://www.cdc.gov/flu-burden/php/about/index.html
4. Centers for Disease Control and Prevention. (2023, August 22). RSV in older adults and adults with chronic medical conditions. https://www.cdc.gov/rsv/adults/?CDC_AAref_Val=https://www.cdc.gov/rsv/high-risk/older-adults.html
5. American Hospital Association. (2025, August 11). CDC says COVID-19 cases growing or likely growing in 45 states. https://www.aha.org/news/headline/2025-08-11-cdc-says-covid-19-cases-growing-or-likely-growing-45-states

Guest Co-Authors:

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