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送啤酒、請DJ,商家出盡奇招鼓勵顧客打疫苗

送啤酒、請DJ,商家出盡奇招鼓勵顧客打疫苗

Carolyn Barber 2021年03月04日
新冠肺炎疫苗接種計劃持續推進,企業也為推廣疫苗絞盡腦汁。

圖片來源:GIL COHEN—MAGEN/AFP VIA GETTY IMAGES

在特拉維夫郊外的一家酒吧,剛在附近的新冠疫苗接種車打完疫苗的顧客可以排隊領取一杯免費啤酒。在迪拜,有三家餐館做法簡單粗暴:如果能夠證明已經打了一針疫苗,就可以享受九折優惠;如果兩針都打完了,就能夠打八折。在密歇根,有疫苗接種證明就可以得到一根大麻煙——如果你想要的話。

顯然,全球推廣救命疫苗的進程正在進入一個陌生甚至是未知的領域。在這個新鮮事層出不窮的時代,這可能已經是在想象范圍內最合理的結局了。

雖然目前美國的新冠疫苗嚴重供不應求,但世界各地的情況并不相同。截至撰稿時,全球已經接種疫苗2.16億人次,以色列等國的接種率達49%,英國約為26%,美國在13%左右,與此同時,有些國家的接種量還是零。雖然造成這種情況的原因各異,但毫無疑問,醫學界強烈支持各國加大努力,加強民眾教育,最終實現大范圍疫苗接種。

而國內外有越來越多的企業(許多為個體經營的小企業)參與到疫苗推廣的進程中,展現出另一種力量的作用。它們的動機很簡單:成功實現大范圍接種意味著向恢復正常邁近了一小步。對企業而言,正常意味著一切。

“我們之所以想促銷慶祝,因為這是唯一一件能夠讓衷愛的生意恢復正常的辦法?!蔽挥诘滋芈傻囊患乙獯罄ur餐廳Oak and Reel的主廚兼老板賈里德·加德鮑在電子郵件中表示。這家餐廳目前每周營業4天,每天營業5小時,顧客只要證明自己接種了疫苗,就可以享受全場菜品5折優惠。

在全美和世界各地,企業一直被當地不斷變化(有時是相互矛盾的)的新冠肺炎疫情指導方針困擾。從只允許外賣到限制就餐座位,再到完全關閉,封城隔離措施對餐飲業的經濟影響尤為嚴重。

“酒店行業對新冠肺炎疫情的限制措施充滿了失望和憤怒?!敝ゼ痈缌_斯科村(Roscoe Village)社區擁有30年歷史的精釀啤酒吧Village Tap的老板杰夫·霍夫曼在電子郵件中寫道?!巴ㄟ^推廣疫苗,我們開始以一種積極和建設性的方式參與進來,努力擺脫現狀?!?/font>

霍夫曼的想法是,準備1000張價值10美元的禮品卡,免費送給接種過疫苗的顧客。雖然他說自己“還沒有天真到認為10美元的禮物就能夠改變一個人的想法”,但他真正考慮的是大局。他說,這樣做的目的是引發討論,在參與的人當中激發足夠的熱情,讓那些“一直持觀望態度”的人也考慮一下接種的可能性。

位于塔拉哈西的StarMetro公交公司為老年人提供免費乘車前往大眾超市(Publix)和沃爾瑪(Walmart)等疫苗接種點的服務——這是該市為解決一名專員所稱的新冠疫苗推廣中的“人性謎題”而推出的其中一項措施。位于馬薩諸塞州奇科皮的Rumbleseat燒烤屋的老板比爾·斯泰德森在周一為注射了疫苗的顧客打八折,原因有三:“感謝醫療工作者,助力行業恢復生機,鼓勵更多人接種疫苗?!痹谝淮坞娫挷稍L中,斯泰德森說:“我想回饋奮戰在一線的‘雄獅’,同時也想鼓勵其他人?!?/font>

某種程度上,這些小企業效仿的是其他國家廣泛采用的推廣方式。以色列有近一半的人已經至少注射了一劑疫苗,一直在積極推動另一半人接種。該國的衛生部部長余里·埃德爾斯坦在推特(Twitter)上稱:“這關系著你能不能參加慶?;顒?,還是要被落下?!痹陔S后的一條推文中,他解釋說,只有“綠碼持有者”——即完全接種疫苗或從新冠肺炎中康復的人,才可以出入健身房、酒店、劇院、體育賽事和禮拜場所。酒吧和餐廳也將從3月初開始執行這一規定。埃德爾斯坦絲毫沒有拐彎抹角:“去接種疫苗吧!”

“我市領導團隊現階段的重點是為年輕人接種疫苗——我們正在通過簡短、快速、有效、精確的快閃活動做推廣?!碧乩S夫-雅法市政府的溝通戰略部門負責人埃亞勒·巴森在一封電子郵件中說?!巴ㄟ^提供獎勵,我們相信能夠把疫苗推廣到目前接種率不夠高的年輕群體?!?/font>

上周末,在海邊和特拉維夫的熱門公園和商場,又有7個地方設立了流動疫苗接種點。許多地方的獎勵措施包括knafeh(一種中東糕點)、比薩、咖啡等,據巴森說,因此又有2500多名公民接種了疫苗?!斑@種做法的財政成本非常低,因為食物和飲料花不了多少錢——但對我市、對經濟、對整個國家來說,意義非凡?!?/font>

特拉維夫郊區的霍?。℉olon)請了DJ,目的是營造一種可以吸引年輕人的節日氣氛。在極端正統的Bnei Brak鎮,只有不到10%的居民完成了疫苗接種,市政府委員會想出了一個辦法,在疫苗接種中心免費提供cholent(一種牛肉、土豆和豆類的燉鍋),以吸引居民接種。

而在特拉維夫的Jenia酒吧外,不遠處駐扎著一輛接種疫苗的面包車。面包車上的代表會檢查人們的身份證件,預篩其過敏史,給他們接種疫苗。剛剛完成接種的人能夠在酒吧里免費得到一瓶無酒精啤酒,或者選擇其他飲料。接種了疫苗的雅拉·邁蒙說:“以前喝龍舌蘭的酒吧剛剛成了我注射第一針新冠肺炎疫苗的地方?!?/font>

酒吧老板約納坦·萊文在一封電子郵件中向我表示,這個推廣項目之所以有意義,部分原因是“可以讓人們關注這個事實:在這個行業,誰接種了疫苗,誰就有機會回到擁有正常娛樂消遣的日常生活——就和本周恢復運營的體育和文化部門一樣?!?/font>

如果這些食物和飲料都無法吸引你,也許某種植物可以。在密歇根州奧克蘭縣的Greenhouse of Walled Lake,“接種換大麻”的宣傳活動十分火熱。杰瑞·米倫與Ubaked Cannabis Company合作經營這家藥房,他推出了一個項目:每一位有新冠疫苗接種證明的人都能夠免費進店領取一支大麻煙,而且不會被問任何問題。

米倫在電話中告訴我,一般情況下他的店鋪每天接待1000到1400名客戶。這個月,每天有一兩百名客戶出示疫苗接種證明來領獎品?!拔覀円呀浰统隽藢⒔?000支大麻煙,每支大約10美元?!泵讉愓f,“對我來說,這么做有助于推動大麻的正?;?、推廣大麻,還可能以某種微小的方式幫助遏制疫情?!?/font>

米倫說,這個項目非常成功,他打算延長到3月。他還說,這個項目引起了美國有線電視新聞網(CNN)和美國全國廣播公司(NBC)等媒體的注意,還吸引了一家俄羅斯媒體的關注——考慮到民眾對該國倉促推出衛星V疫苗的不確定反應,這是個有意思的動向。

“99.9%的反響很積極?!泵讉愓f,“但凡有一個人說:‘我今天就打疫苗,這樣我就可以拿到免費的大麻煙?!菜偈挂粋€人做出了這樣的選擇,我們的目標就實現了。我們都希望新冠疫苗意味著疫情尾聲已經來臨?!?/font>

DC Marijuana Justice的聯合創始人亞當·艾丁格說,他們正在“戴著口罩和手套小心翼翼地用機器卷大麻煙”。他在一封電子郵件中說,“接種換大麻”項目將于4月20日在接種點發放5000多支大麻煙(需提供疫苗接種證明)。作為回報,該公司要求領取者聯系當地議會成員,要求公平的大麻立法。

這可能意味著,我們正站在一個十字路口上,突發衛生情況和突發商業情況在這里交匯??v觀整個美國企業界,各家公司都在為員工接種疫苗提供經濟激勵,這樣他們才能夠繼續工作。最近幾周,麥當勞(McDonald’s)、塔吉特(Target)、奧樂齊(Aldi)、Dollar General、Chobani、Trader Joe’s、Instacart、Petco、克羅格(Kroger)、達登餐廳(Darden Restaurants)等公司承諾,注射了兩劑疫苗的員工可以額外得到幾個小時的工資,或者提供一次性津貼,讓員工能夠帶薪休假接種疫苗。

黑鷹網絡公司(Blackhawk Network)對1,105名員工進行的一項調查顯示,這種策略的性價比很高。該公司發現,盡管有40%的受訪員工猶豫不決或不打算接種疫苗,但只需100美元,就可以讓三分之一的員工接種疫苗。

對一些人來說,一個人為什么需要得到獎勵才愿意注射一種可能救命的疫苗,這個問題令人困惑又無解。毫無疑問,這些數字——全世界有超過250萬人死亡,美國有50萬同胞喪生——應該能夠有力說明為什么要開展大規模接種疫苗。

但我們真實生活的世界卻并不這么想。話雖如此,以色列衛生部的最新數據顯示,接種輝瑞公司(Pfizer)的疫苗第二針兩周后,因為新冠肺炎而引發的死亡降低了98.9%,這個讓人充滿希望的數據可能會推動全球疫苗接種率再次飆升。說點身邊的事,如果一頓打折飯菜或一杯免費飲料可以說服一個人去接種,那簡直太好了?,F在,重要的是用盡一切辦法推廣疫苗。(財富中文網))

卡羅琳·巴伯擔任急診科醫生已經有25年。她是“改變之輪”項目(Wheels of Change,為無家可歸者提供工作)的聯合創始人,也是《失控的藥物:你不知道的可能會要了你的命》(Runaway Medicine: What You Don’t Know May Kill You)一書的作者,這本書是亞馬遜(Amazon)網站上醫療保健領域的頂級暢銷書。

譯者:Agatha

在特拉維夫郊外的一家酒吧,剛在附近的新冠疫苗接種車打完疫苗的顧客可以排隊領取一杯免費啤酒。在迪拜,有三家餐館做法簡單粗暴:如果能夠證明已經打了一針疫苗,就可以享受九折優惠;如果兩針都打完了,就能夠打八折。在密歇根,有疫苗接種證明就可以得到一根大麻煙——如果你想要的話。

顯然,全球推廣救命疫苗的進程正在進入一個陌生甚至是未知的領域。在這個新鮮事層出不窮的時代,這可能已經是在想象范圍內最合理的結局了。

雖然目前美國的新冠疫苗嚴重供不應求,但世界各地的情況并不相同。截至撰稿時,全球已經接種疫苗2.16億人次,以色列等國的接種率達49%,英國約為26%,美國在13%左右,與此同時,有些國家的接種量還是零。雖然造成這種情況的原因各異,但毫無疑問,醫學界強烈支持各國加大努力,加強民眾教育,最終實現大范圍疫苗接種。

而國內外有越來越多的企業(許多為個體經營的小企業)參與到疫苗推廣的進程中,展現出另一種力量的作用。它們的動機很簡單:成功實現大范圍接種意味著向恢復正常邁近了一小步。對企業而言,正常意味著一切。

“我們之所以想促銷慶祝,因為這是唯一一件能夠讓衷愛的生意恢復正常的辦法?!蔽挥诘滋芈傻囊患乙獯罄ur餐廳Oak and Reel的主廚兼老板賈里德·加德鮑在電子郵件中表示。這家餐廳目前每周營業4天,每天營業5小時,顧客只要證明自己接種了疫苗,就可以享受全場菜品5折優惠。

在全美和世界各地,企業一直被當地不斷變化(有時是相互矛盾的)的新冠肺炎疫情指導方針困擾。從只允許外賣到限制就餐座位,再到完全關閉,封城隔離措施對餐飲業的經濟影響尤為嚴重。

“酒店行業對新冠肺炎疫情的限制措施充滿了失望和憤怒?!敝ゼ痈缌_斯科村(Roscoe Village)社區擁有30年歷史的精釀啤酒吧Village Tap的老板杰夫·霍夫曼在電子郵件中寫道?!巴ㄟ^推廣疫苗,我們開始以一種積極和建設性的方式參與進來,努力擺脫現狀?!?/font>

霍夫曼的想法是,準備1000張價值10美元的禮品卡,免費送給接種過疫苗的顧客。雖然他說自己“還沒有天真到認為10美元的禮物就能夠改變一個人的想法”,但他真正考慮的是大局。他說,這樣做的目的是引發討論,在參與的人當中激發足夠的熱情,讓那些“一直持觀望態度”的人也考慮一下接種的可能性。

位于塔拉哈西的StarMetro公交公司為老年人提供免費乘車前往大眾超市(Publix)和沃爾瑪(Walmart)等疫苗接種點的服務——這是該市為解決一名專員所稱的新冠疫苗推廣中的“人性謎題”而推出的其中一項措施。位于馬薩諸塞州奇科皮的Rumbleseat燒烤屋的老板比爾·斯泰德森在周一為注射了疫苗的顧客打八折,原因有三:“感謝醫療工作者,助力行業恢復生機,鼓勵更多人接種疫苗?!痹谝淮坞娫挷稍L中,斯泰德森說:“我想回饋奮戰在一線的‘雄獅’,同時也想鼓勵其他人?!?/font>

某種程度上,這些小企業效仿的是其他國家廣泛采用的推廣方式。以色列有近一半的人已經至少注射了一劑疫苗,一直在積極推動另一半人接種。該國的衛生部部長余里·埃德爾斯坦在推特(Twitter)上稱:“這關系著你能不能參加慶?;顒?,還是要被落下?!痹陔S后的一條推文中,他解釋說,只有“綠碼持有者”——即完全接種疫苗或從新冠肺炎中康復的人,才可以出入健身房、酒店、劇院、體育賽事和禮拜場所。酒吧和餐廳也將從3月初開始執行這一規定。埃德爾斯坦絲毫沒有拐彎抹角:“去接種疫苗吧!”

“我市領導團隊現階段的重點是為年輕人接種疫苗——我們正在通過簡短、快速、有效、精確的快閃活動做推廣?!碧乩S夫-雅法市政府的溝通戰略部門負責人埃亞勒·巴森在一封電子郵件中說?!巴ㄟ^提供獎勵,我們相信能夠把疫苗推廣到目前接種率不夠高的年輕群體?!?/font>

上周末,在海邊和特拉維夫的熱門公園和商場,又有7個地方設立了流動疫苗接種點。許多地方的獎勵措施包括knafeh(一種中東糕點)、比薩、咖啡等,據巴森說,因此又有2500多名公民接種了疫苗?!斑@種做法的財政成本非常低,因為食物和飲料花不了多少錢——但對我市、對經濟、對整個國家來說,意義非凡?!?/font>

特拉維夫郊區的霍?。℉olon)請了DJ,目的是營造一種可以吸引年輕人的節日氣氛。在極端正統的Bnei Brak鎮,只有不到10%的居民完成了疫苗接種,市政府委員會想出了一個辦法,在疫苗接種中心免費提供cholent(一種牛肉、土豆和豆類的燉鍋),以吸引居民接種。

而在特拉維夫的Jenia酒吧外,不遠處駐扎著一輛接種疫苗的面包車。面包車上的代表會檢查人們的身份證件,預篩其過敏史,給他們接種疫苗。剛剛完成接種的人能夠在酒吧里免費得到一瓶無酒精啤酒,或者選擇其他飲料。接種了疫苗的雅拉·邁蒙說:“以前喝龍舌蘭的酒吧剛剛成了我注射第一針新冠肺炎疫苗的地方?!?/font>

酒吧老板約納坦·萊文在一封電子郵件中向我表示,這個推廣項目之所以有意義,部分原因是“可以讓人們關注這個事實:在這個行業,誰接種了疫苗,誰就有機會回到擁有正常娛樂消遣的日常生活——就和本周恢復運營的體育和文化部門一樣?!?/font>

如果這些食物和飲料都無法吸引你,也許某種植物可以。在密歇根州奧克蘭縣的Greenhouse of Walled Lake,“接種換大麻”的宣傳活動十分火熱。杰瑞·米倫與Ubaked Cannabis Company合作經營這家藥房,他推出了一個項目:每一位有新冠疫苗接種證明的人都能夠免費進店領取一支大麻煙,而且不會被問任何問題。

米倫在電話中告訴我,一般情況下他的店鋪每天接待1000到1400名客戶。這個月,每天有一兩百名客戶出示疫苗接種證明來領獎品?!拔覀円呀浰统隽藢⒔?000支大麻煙,每支大約10美元?!泵讉愓f,“對我來說,這么做有助于推動大麻的正?;?、推廣大麻,還可能以某種微小的方式幫助遏制疫情?!?/font>

米倫說,這個項目非常成功,他打算延長到3月。他還說,這個項目引起了美國有線電視新聞網(CNN)和美國全國廣播公司(NBC)等媒體的注意,還吸引了一家俄羅斯媒體的關注——考慮到民眾對該國倉促推出衛星V疫苗的不確定反應,這是個有意思的動向。

“99.9%的反響很積極?!泵讉愓f,“但凡有一個人說:‘我今天就打疫苗,這樣我就可以拿到免費的大麻煙?!菜偈挂粋€人做出了這樣的選擇,我們的目標就實現了。我們都希望新冠疫苗意味著疫情尾聲已經來臨?!?/font>

DC Marijuana Justice的聯合創始人亞當·艾丁格說,他們正在“戴著口罩和手套小心翼翼地用機器卷大麻煙”。他在一封電子郵件中說,“接種換大麻”項目將于4月20日在接種點發放5000多支大麻煙(需提供疫苗接種證明)。作為回報,該公司要求領取者聯系當地議會成員,要求公平的大麻立法。

這可能意味著,我們正站在一個十字路口上,突發衛生情況和突發商業情況在這里交匯??v觀整個美國企業界,各家公司都在為員工接種疫苗提供經濟激勵,這樣他們才能夠繼續工作。最近幾周,麥當勞(McDonald’s)、塔吉特(Target)、奧樂齊(Aldi)、Dollar General、Chobani、Trader Joe’s、Instacart、Petco、克羅格(Kroger)、達登餐廳(Darden Restaurants)等公司承諾,注射了兩劑疫苗的員工可以額外得到幾個小時的工資,或者提供一次性津貼,讓員工能夠帶薪休假接種疫苗。

黑鷹網絡公司(Blackhawk Network)對1,105名員工進行的一項調查顯示,這種策略的性價比很高。該公司發現,盡管有40%的受訪員工猶豫不決或不打算接種疫苗,但只需100美元,就可以讓三分之一的員工接種疫苗。

對一些人來說,一個人為什么需要得到獎勵才愿意注射一種可能救命的疫苗,這個問題令人困惑又無解。毫無疑問,這些數字——全世界有超過250萬人死亡,美國有50萬同胞喪生——應該能夠有力說明為什么要開展大規模接種疫苗。

但我們真實生活的世界卻并不這么想。話雖如此,以色列衛生部的最新數據顯示,接種輝瑞公司(Pfizer)的疫苗第二針兩周后,因為新冠肺炎而引發的死亡降低了98.9%,這個讓人充滿希望的數據可能會推動全球疫苗接種率再次飆升。說點身邊的事,如果一頓打折飯菜或一杯免費飲料可以說服一個人去接種,那簡直太好了?,F在,重要的是用盡一切辦法推廣疫苗。(財富中文網))

卡羅琳·巴伯擔任急診科醫生已經有25年。她是“改變之輪”項目(Wheels of Change,為無家可歸者提供工作)的聯合創始人,也是《失控的藥物:你不知道的可能會要了你的命》(Runaway Medicine: What You Don’t Know May Kill You)一書的作者,這本書是亞馬遜(Amazon)網站上醫療保健領域的頂級暢銷書。

譯者:Agatha

At a bar outside Tel Aviv, customers who’ve just received their shot at a nearby COVID-19 vaccination van may line up for a free beer. In Dubai, three restaurants keep it simple: Show proof of one vaccination and take 10% off your bill; if you’ve had both shots, it’s a 20% discount. And in Michigan, proof of vaccination will earn you a joint, if that’s your thing.

Clearly, the push to globalize the rollout of a lifesaving vaccine is moving into unfamiliar and perhaps uncharted territory. In a year filled with bursts of unprecedented news, this may be the most fitting coda imaginable.

Though demand for the COVID vaccine far outstrips supply in the U.S. right now, such is not the case around the world. As of this writing, 216 million vaccinations have been given globally, but while countries like Israel have achieved a 49% vaccination rate, the U.K. stands at about 26%, and the U.S. is around 13%—and some countries have not administered a single dose. While the reasons for that are as varied as the cities and nations themselves, there’s certainly no doubt that the medical community is strongly supportive of mass efforts to educate and ultimately vaccinate large swaths of people.

But the increasing participation in that process of encouragement by individual businesses, many of them smaller and individually owned both here and abroad, suggests another dynamic at work altogether. In this case, the motivation is simple: Successful mass vaccination equals a small step toward normalcy. And normalcy, for business, is everything.

“We wanted to create a promotion to celebrate the one thing that will allow us to get back to the business we love,” Jared Gadbaw, chef and owner of Oak and Reel, an Italian seafood restaurant in Detroit, said via email. The restaurant, which is currently operating five hours a day, four days per week, is offering a 50% discount off anything on the menu to diners who can show they’ve been vaccinated.

Across the country and around the world, local businesses have been bedeviled by constantly changing (and sometimes contradictory) guidance with regard to COVID-19. From takeout-only mandates to limited seating and back again to full closure, the food and beverage industry in particular has been ravaged by the economic effects of entire towns and cities functionally going off the grid.

“There is a lot of anger and frustration within the hospitality industry regarding COVID restrictions,” Jeff Hoffman, owner of the Village Tap, a 30-year-old craft beer bar in the Roscoe Village neighborhood of Chicago, wrote in an email. “Promoting the vaccines was a way for us to begin to engage around how we are going to get out of the situation we are currently in, in a positive and constructive way.”

Hoffman’s idea: Hand out 1,000 gift cards, each of them worth $10, to any customers who have received the vaccine. And while the owner said he is “not naive enough to think the $10 gift is enough to change someone’s mind,” he’s really thinking about the bigger picture. The idea, he said, is to stir up the conversation and generate enough enthusiasm among those who do participate that others “who have been on the fence” might consider the possibility of getting a shot.

StarMetro, the bus service in Tallahassee, offers free rides for seniors to vaccination sites like those at Publix and Walmart—part of the city’s effort to solve what one commissioner called the “people puzzle” of the COVID vaccine rollout. In Chicopee, Mass., the Rumbleseat Bar and Grille offers a 20% discount to vaccinated customers on Mondays—for three reasons, according to owner Bill Stetson: “to thank health care workers, help our industry get back to life, and encourage more people to get immunized.” In a phone interview, Stetson said, “I want to reward the ‘lions’ on the front line, and I want to motivate people too.”

In some ways, these small businesses are emulating practices of encouragement that have been taken up on a broad scale overseas. Israel, with nearly half its population already having received at least one dose of the vaccine, has been fervent in getting the other half to show up. On Twitter, the country’s Health Minister Yuli Edelstein said: “Decide whether you are part of the celebration or whether you will be left behind.” In a later tweet he explained that only “green label holders”—those who are either fully vaccinated or recovered from COVID-19—will enjoy places like gyms, hotels, theaters, sporting events, and places of worship. Bars and restaurants will be included in early March. Edelstein did not mince words: “Go get vaccinated!”

“The emphasis of the city’s leadership is now to vaccinate the younger population—and we are reaching them via short, rapid, effective, pinpoint pop-up events,” said Eyal Basson, the Tel Aviv–Yafo government’s head of communications strategy, in an email exchange. “By offering incentives, we believe that we can reach young audiences, where the vaccination rate is not sufficiently high.”

Last weekend, mobile vaccination units were rolled out in seven additional locations, including on the beachfront and in popular parks and squares in Tel Aviv. In many of the locations, incentives ranged from knafeh (a Middle Eastern pastry) to pizza to coffee, and Basson said more than 2,500 additional citizens were vaccinated as a result. “The financial cost for the city is very low, as we are referring to cheap incentives such as drinks and food—but the benefit is tremendous for the city, the economy, and the entire country.”

In the Tel Aviv suburb of Holon, DJs have been hired to create a festive atmosphere that might attract a young crowd. In the ultra-Orthodox town of Bnei Brak, where fewer than 10% of the community is fully vaccinated, the municipal council came up with the idea to serve free cholent, a stew of beef, potatoes, and beans, at vaccination centers to entice residents to get their shots.

Outside Jenia Bar in Tel Aviv, meanwhile, a vaccination van is stationed nearby. A representative from the van checks people’s identification, prescreens them about prior allergic reactions, administers the vaccine, and then offers the newly anointed a choice from the bar: a free bottle of nonalcoholic beer or another beverage. Said Yaara Maimon, a vaccine recipient, “The bar where I used to have tequila shots just became the bar where I received my first COVID-19 shot.”

The bar owner, Yonatan Levin, told me in an email that part of the importance of the initiative was to “place a spotlight on the fact that whoever is vaccinated in this industry will likely be able to return to a normal routine of recreation and enjoyment—similar to the sports and culture sectors that resumed operations this week.”

And if specific types of food or drink won’t entice you, perhaps a very particular herb will. At the Greenhouse of Walled Lake, in Michigan’s Oakland County, the “Pot for Shots” promotion is alive and well. Jerry Millen, who runs the dispensary in partnership with the Ubaked Cannabis Company, created a program whereby a person with proof of vaccination can walk into his store and collect a free pre-rolled joint, no questions asked.

On a typical day, Millen told me in a phone call, his business serves anywhere from 1,000 to 1,400 customers. This month, between 100 and 200 clients each day are showing proof of vaccination and collecting their reward. “We have given away almost 4,000 pre-rolls, which cost about $10 apiece,” said Millen. “This was a way for me to kind of normalize cannabis, promote cannabis, and tie it into maybe helping in some small way in the pandemic.”

The program, Millen said, has been such a success that he is going to extend it through March. It has attracted media attention from places like CNN and NBC—but also, Millen said, from a Russian media outlet, an interesting development given the citizenry’s uncertain reaction to that country’s rushed rollout of the Sputnik V vaccine.

“The response has been 99.9% positive,” Millen said. “If maybe one person says, ‘I’ll get my shot today, then I’ll get my free pre-roll’; if it helps just one person make the choice to do it, that’s the goal. We’re all hoping that the COVID vaccine is the beginning of the end for this pandemic.”

DC Marijuana Justice is in the process of “carefully machine-rolling joints wearing masks and gloves,” in Washington, D.C., according to cofounder Adam Eidinger. In an email, he said the program “Joints for Jabs” will be giving away more than 5,000 joints (with proof of vaccination) on April 20 at vaccination sites. In return, the business is asking recipients to contact their council member and demand equitable cannabis legislation.

As that might suggest, this is a crossroads where a national health emergency meets a national business emergency. Throughout corporate America, companies are offering financial incentives for their own workers to get vaccinated, thus allowing them to stay on the job. In recent weeks, McDonald’s, Target, Aldi, Dollar General, Chobani, Trader Joe’s, Instacart, Petco, Kroger, Darden Restaurants, and others have offered workers either hours of pay in exchange for their taking two doses, or a one-time stipend so their workers can take paid leave to get vaccinated.

A survey of 1,105 employees by Blackhawk Network suggests that strategy may well pay off. It found that while 40% of the employees surveyed were indecisive or planning to not get the vaccine, one-third of workers would be willing to get vaccinated for as little as $100.

For some, the question of why a person would need to be incentivized to accept a vaccine that has the potential to save lives is both baffling and unanswerable. Without a doubt, the numbers—over 2.5 million dead worldwide, and 500,000 of our fellow citizens fallen in the U.S.—make a compelling case for mass vaccinations without pushback.

But that is not the world in which we live. That said, promising recent data—Israel’s health ministry reported that two weeks after Pfizer’s second shot, the vaccine prevented 98.9% of deaths due to COVID-19—may well lead to a new surge in global vaccination rates. And a little closer to home, if a discounted meal or a free drink persuades someone to act, good on them. At this point, we’ll take it any way we can get it.

Carolyn Barber has been an emergency department physician for 25 years. She is cofounder of the homeless work program Wheels of Change and author of the book Runaway Medicine: What You Don’t Know May Kill You, which was a top-ranked Amazon bestseller in health care administration.

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