EXCITE community immunity: Langston University expands vaccine awareness through trusted outreach

Vaccination rates remain low across Oklahoma, particularly in communities experiencing higher poverty and chronic disease, increasing preventable health risks and widening health disparities. Fewer than half of Oklahomans are vaccinated against several common preventable illnesses, according to national public health data. To address this challenge, Langston University Expanded Food and Nutrition Education Program (EFNEP) partnered with the Extension Collaborative on Immunization Teaching and Engagement (EXCITE), a national initiative designed to strengthen Extension’s capacity to deliver trusted, evidence-based immunization education in underserved communities. 

Through EXCITE funding, Langston University EFNEP launched the Unity in Immunity social marketing campaign in the Oklahoma City metropolitan area. Program staff applied a data-driven targeting strategy by analyzing vaccination uptake, median household income, population size and poverty indicators using data from the Oklahoma State Department of Health and the Oklahoma School Board Association. Priority zip codes with the lowest vaccination rates and highest socioeconomic vulnerability were selected for outreach. Culturally relevant educational messaging was delivered through trusted community channels, including schools, churches and neighborhood organizations, ensuring families received accurate vaccine information from familiar and credible sources. 

Over the four-month campaign, Unity in Immunity generated more than 10 million digital impressions, significantly boosting vaccine awareness in targeted communities. The initiative strengthened partnerships with schools, faith-based organizations and health agencies, expanding EFNEP’s outreach network and building long-term community trust. These relationships created new opportunities for continued wellness education and collaborative public health programming. 

At the national level, the EXCITE project has demonstrated broad impact, supporting 1,109 vaccination clinics, delivering 48,909 immunizations, generating 179,954 engagement activities and reaching more than 23.4 million individuals nationwide. According to the Extension Foundation, “All universities engage in research and teaching, but the nation’s 112 Land-grant Universities and Colleges, including Historically Black Land-grant Universities and Tribal Colleges, have a third critical mission—Extension.” Langston University’s participation reflects this mission in action. By leveraging EXCITE resources and Extension’s trusted community presence, this initiative advanced public health equity, reduced information barriers and strengthened sustainable pathways for long-term community wellness engagement. 

Langston University Cooperative Extension Program | Project supported by 1890 Extension capacity funds. Photo courtesy of Langston University CEOP.