While a year ago aid for health workers and vulnerable groups in the midst of the pandemic were the areas in which brands focused their efforts to show their social commitment, now actions have been aligned to promote vaccination and Last movement has been signed by Cinemex.
And it is that although the immunization process seems to advance in a important in various markets, the truth is that there is still a long way, which has not been easy to travel if we recognize that there is a percentage of the population that simply rejects the application of this preventive.
Until last March, from Ipsos they assured that the intention of vaccination in Mexico was especially high. According to the market research agency, 80 percent of people were “very high” about getting vaccinated.
The truth is that there is a percentage of the population that refuses to receive the vaccine, which have been studied by Consulta Mitofsky.
A recent study by this company indicated that with regard to the profile of the people who have responded that they do not want to be inoculated against Covid-19, 51.7 percent are men and 48.3 women, of which 46.8 percent are between 30 and 49 years old.
This refusal to get vaccinated is accompanied by a lesser fear of catching the virus that has so far claimed the lives of millions of people around the world.
According to the aforementioned report, 57.8 percent of those considered “anti-vaccines” affirm that they have little or no fear of being infected. The percentage contrasts with the 21.5 percent of those who gave the rest in a similar way, but who wish to be vaccinated or who have already been immunized.
Although it is true that, at least in the Mexican market, the percentage of people who do not want to be vaccinated is considerably lower compared to those who do seek to be vaccinated, the reality is that the more people are immunized, the chances of controlling the pandemic they will grow and the risk of slowing down economic activities again will be less.
That is why hundreds of companies have looked for a way to support this process from the front.
A few weeks ago, for example, it was realized that the Heineken Mexico beer company began a vaccination program at its Monterrey headquarters with which it would seek to immunize its employees (a base of about 16 thousand people), family members, dependents and merchants in its facilities as well as to the general public.
Now Cinemex joins these supports to accelerate the vaccination process and motivate more people to attend to get vaccinated.
The well-known chain of cinemas indicated that from its social networks it announced the launch of a new campaign that seeks to get fans of the big screen vaccinated in exchange for a benefit that could be well valued.
Starting this August 5, Cinemex will give away 2 × 1 tickets to all people who show a proof or vaccination certificate at the box office.
This promotion will be valid in all Cinemex complexes in the country and the discount will be applicable for the function chosen by users in the Traditional, Pop, Premium and Platinum formats.
“We created the campaign ‘Your vaccine invites you to the cinema’ with the aim of doing our bit and promoting care and supporting the actions that are being carried out to prevent COVID-19 infections in our country,” said Francisco Eguren, COO of Grupo Cinemex.
Faced with a third wave that advances and threatens to put the operation of many economic activities at risk again, this type of initiative will be increasingly constant.
And it is that brands are recognizing the responsibility that the consumer has now transferred to them as key agents in the objective of defeating the pandemic that has already cost a lot in terms of health and economy throughout the world.
If you take care of yourself … we all win! 😄 Show your COVID-19 vaccination certificate 💉 at the box office and we’ll give you a 2 × 1! 🎟🎟 for you to come and live #LaMagiaDelCine. 😉
Check bases 👉 https://t.co/0FkFQcYgCB pic.twitter.com/UEG6nlO3Ne– Cinemex (@Cinemex) August 5, 2021