> ## Content Index > Fetch the complete content index at: https://www.whiteroseintelligence.com/llms.txt > Use this file to discover other available public pages before exploring further. # 19 to Zero - URL: https://www.whiteroseintelligence.com/19-to-zero/ - Published: 2026-06-06T17:29:00.000Z - Updated: 2026-06-06T17:33:23.000Z - Author: Liam Sturgess - Tags: #docs, Profiles, Organization, Canada, COVID-19, Alberta, Media, Academia, Behavioural Science, #toc **19 to Zero** is a Canadian behavioural science program based in Calgary, Alberta. It acts as the Canadian arm of the COVID-19 New Vaccine Information, Communication, and Engagement Initiative (CONVINCE).[\[1\]](#fn1) Its purpose is to increase confidence in vaccines for COVID-19 and other diseases by tackling vaccine hesitancy, to increase vaccine uptake in order to meet immunization targets, and working to coordinate messaging among health care workers across Canada.[\[2\]](#fn2) The group publishes materials on its website and through partner organizations, including videos, billboards, presentations, brochures and in-person events. ## History 19 to Zero was launched at the University of Calgary in August of 2020 in order to influence the behaviour of the general public surrounding public health measures and [COVID-19 vaccines](https://www.whiteroseintelligence.com/COVID-19-vaccine).[\[1:1\]](#fn1)[\[3\]](#fn3) In September 2020, [Alberta Innovates](https://www.whiteroseintelligence.com/Alberta-Innovates) announced a $392,080 grant to fund 19 to Zero with a project titled "Changing COVID-19 Behaviors through a data-driven targeted marketing campaign."[\[4\]](#fn4) 19 to Zero collaborated in the development of the [Vaccine Hesitancy Guide](https://www.whiteroseintelligence.com/Vaccine-Hesitancy-Guide),[\[5\]](#fn5) and was a participant in the [Faster Together](https://www.whiteroseintelligence.com/Faster-Together) program.[\[6\]](#fn6) On March 12, 2021, 19 to Zero hosted a webinar on vaccine hesitancy and COVID-19 conspiracy theories led by members of the Ontario COVID-19 Science Advisory Table, Queen's University, University of Waterloo and Alberta Children's Hospital.[\[7\]](#fn7) A fundraiser led by the University of Calgary raised $86,825 towards supporting 19 to Zero's efforts against COVID-19 misinformation, falling short of its $100,000 goal.[\[8\]](#fn8) Beginning in April 2021, [Global Shapers Calgary](https://www.whiteroseintelligence.com/Global-Shapers-Calgary) supported 19 to Zero by hosting town hall sessions on COVID-19 vaccines.[\[9\]](#fn9) Nathan Stall produced a video with 19 to Zero for AdvantAge Ontario, uploaded to Dropbox on June 10, 2021.[\[10\]](#fn10) Some of 19 to Zero's community engagement activities included handing out postcards with QR codes linking to available vaccination appointments.[\[11\]](#fn11) In August 2021, Shoppers Drug Mart announced it was providing funding to 19 to Zero in order to increase delivery of COVID-19 vaccines to target hesitant populations.[\[12\]](#fn12) 19 to Zero also partnered with Suncor Energy, who contributed $150,000 to coordinate a local vaccination campaign.[\[13\]](#fn13)[\[14\]](#fn14) In October 2021, the group launched a new behaviour change campaign called "It's Never Too Late" following an "unprecedented surge" of admissions to intensive care units in Alberta.[\[13:1\]](#fn13) The campaign video was produced with Emergence Creative to increase "stalled" vaccination rates, and was accompanied by billboard advertisements.[\[15\]](#fn15) Following [Health Canada](https://www.whiteroseintelligence.com/Health-Canada)'s approval of COVID-19 vaccines for children aged 6 months to 11 years old, 19 to Zero participated in an advertising campaign called "Max the Vax" alongside the [Canadian Medical Association](https://www.whiteroseintelligence.com/Canadian-Medical-Association), the [Regional Municipality of York](https://www.whiteroseintelligence.com/Regional-Municipality-of-York) and the Ontario Association of Children's Aid Societies.[\[16\]](#fn16) In 2022, 19 to Zero received a $480,000 grant from the [Public Health Agency of Canada](https://www.whiteroseintelligence.com/Public-Health-Agency-of-Canada)'s [Immunization Partnership Fund](https://www.whiteroseintelligence.com/Immunization-Partnership-Fund) for a project titled "Reinventing the Critical Role of Schools in Building vaccine Confidence across Canada."[\[17\]](#fn17) ## Organization 19 to Zero is led by Jia Hu, a Medical Officer of Health with [Alberta Health Services](https://www.whiteroseintelligence.com/Alberta-Health-Services).[\[2:1\]](#fn2) Hu is medical director of Cleveland Clinic Canada, having previously worked at McKinsey & Company consulting in the healthcare and pharmaceutical sectors.[\[18\]](#fn18) He sits on the board of directors for Partners in Health Canada, and has worked during the COVID-19 era to ramp up testing, risk communication and contact tracing. He also developed a contact tracing app funded by Alberta Innovates,[\[19\]](#fn19) and published research on behaviour change strategies towards increasing uptake of COVID-19 vaccines among children and other target populations.[\[20\]](#fn20)[\[21\]](#fn21)[\[22\]](#fn22) 19 to Zero's Vice Chair is Rachel Bensler, a student at the University of Alberta.[\[11:1\]](#fn11) 19 to Zero co-conceptualized the [This Is Our Shot](https://www.whiteroseintelligence.com/This-Is-Our-Shot) COVID-19 vaccine advertising campaign with the [South Asian COVID Task Force](https://www.whiteroseintelligence.com/South-Asian-COVID-Task-Force), Latin-American Covid Task Force, Black Physicians of Canada, Canadian Muslim COVID-19 Task Force, Siksika Health Services and BlackNorth Initiative.[\[23\]](#fn23) ### Partners 19 to Zero's partners include: - Alberta Blue Cross - [Alberta Innovates](https://www.whiteroseintelligence.com/Alberta-Innovates) - [Alberta Medical Association](https://www.whiteroseintelligence.com/Alberta-Medical-Association) - Angus Reid Institute - BEworks - Black Physicians' Association of Ontario (BPAO) - Calgary Public Library - Canadian Cancer Society - Canadian Muslim COVID-19 Task Force (CMCTF) - Centre for Newcomers - Centre for Effective Practice (CEP) - Champion Communications & PR - Cleveland Clinic - Creative Destruction Lab (CDL) - Cumming School of Medicine - Dartmouth College - Emergence Creative - Entripy - Health Commons Solutions Lab - Hill+Knowlton Strategies - IV.AI - Kantar - [Kids Help Phone](https://www.whiteroseintelligence.com/Kids-Help-Phone) - Latin-American Covid Task Force - Massachusetts Institute of Technology (MIT) - McCann - McMaster University - Mount Sinai Health System - National Collaborating Centre for Determinants of Health (NCCDH) - Neighbourhood Pharmacy Association of Canada - New York Academy of Sciences - Oliver - Ontario College of Pharmacists (OCP) - Partners in Health Canada - Registered Practical Nurses Association of Ontario (WeRPN) - [ScienceUpFirst](https://www.whiteroseintelligence.com/ScienceUpFirst)[\[24\]](#fn24) - [South Asian COVID Task Force](https://www.whiteroseintelligence.com/South-Asian-COVID-Task-Force) - [Toronto Public Health](https://www.whiteroseintelligence.com/Toronto-Public-Health) (TPH) - Toronto Transit Commission (TTC) - UBC Innovation Support Unit (ISU) - University of Alberta - University of British Columbia - University of Calgary - University of Manitoba - University of Toronto Department of Family and Community Medicine (DFCM) - Vaccine Confidence Project - WestJet - Women's College Hospital ### Funders & Sponsors In addition to the above partners, 19 to Zero has been funded and sponsored by several other organizations which have been removed from the website.[\[1:2\]](#fn1)[\[25\]](#fn25) - Alberta Children's Hospital - [Alberta Health Services](https://www.whiteroseintelligence.com/Alberta-Health-Services) (AHS) - [Canadian Institutes of Health Research](https://www.whiteroseintelligence.com/Canadian-Institutes-of-Health-Research) (CIHR) - City University of New York (CUNY) - Critical Mass - GlaxoSmithKline - [Merck](https://www.whiteroseintelligence.com/Merck) - [Moderna](https://www.whiteroseintelligence.com/Moderna) - Ontario College of Pharmacists - [Pfizer](https://www.whiteroseintelligence.com/Pfizer) - [Public Health Agency of Canada](https://www.whiteroseintelligence.com/Public-Health-Agency-of-Canada)[\[17:1\]](#fn17) - Sanofi - Shaw - Shoppers Drug Mart[\[12:1\]](#fn12) - University of Notre Dame - University of Toronto - Western Economic Diversification Canada ## Videos - June 10, 2021: [Nathan Stall Vaccine Education Video](https://archive.org/details/nathan-stall-vaccine-education-video-19-to-zero) - Originally [uploaded to Dropbox](https://www.dropbox.com/s/vjaw6ajmdj8y8ku/Vaccine%20Education%20Video.mp4?dl=0) by AdvantAge Ontario ## External links - [Campfire Wiki](https://www.campfire.wiki/doku.php?id=19%5Fto%5Fzero) - [Website](https://www.19tozero.ca/) - [Wikipedia](https://en.wikipedia.org/wiki/19%5Fto%5FZero) --- 1. *Who we are.* 19 to Zero. Retrieved May 12, 2021, from [↩︎](#fnref1) [↩︎](#fnref1:1) [↩︎](#fnref1:2) 2. Noise, A. (2020, December 18). *19 To Zero: Closing the COVID-19 Vaccination Gap.* Temerty Faculty of Medicine. [↩︎](#fnref2) [↩︎](#fnref2:1) 3. *19 to Zero.* VolunteerConnector. Retrieved October 8, 2022, from [↩︎](#fnref3) 4. Semeniuk, R. (2020, September 10). *Alberta Innovates injects $2.1 M into COVID Research.* Alberta Innovates. [↩︎](#fnref4) 5. *Credits and Collaborators.* Vaccine Hesitancy Guide. Retrieved October 24, 2022, from [↩︎](#fnref5) 6. *Home.* Faster Together. Retrieved November 29, 2022, from [↩︎](#fnref6) 7. York Region Public Health. (2021, April 16). *COVID-19 Resources Available for Health Care Professionals.* York Region. [↩︎](#fnref7) 8. *Vaccine Hesitancy: Convincing Canadians About the Importance of Vaccines.* UCrowdfund; University of Calgary. Retrieved November 16, 2021, from [↩︎](#fnref8) 9. Healthy Cities. (2021, October 20). *Shifting Perceptions Around COVID-19 Vaccination: 19 to Zero.* YYC Shapers. [↩︎](#fnref9) 10. Nathan M. Stall. (2021, January). *COVID-19 Vaccination.* Internet Archive; 19 to Zero. [↩︎](#fnref10) 11. Villani, M. (2021, June 27). *Calgary-made vaccine coalition aims to build public confidence in COVID-19 shots.* CTV News Calgary. [↩︎](#fnref11) [↩︎](#fnref11:1) 12. *Shoppers Drug Mart supporting 19 to Zero to address vaccine hesitancy.* (2021, August 17). Canadian Business Franchise. [↩︎](#fnref12) [↩︎](#fnref12:1) 13. Beamish, L. (2021, October 28). *“It’s never too late until it is”: Campaign targets vaccine hesitancy as hospitals struggle with COVID-19.* Fort Mcmurray Today. [↩︎](#fnref13) [↩︎](#fnref13:1) 14. *Giving a boost to Canada’s vaccination efforts.* (2021, June 15). Suncor Energy. [↩︎](#fnref14) 15. Kaufmann, B. (2021, November 20). *“It’s stalled:” Group works to break vaccine hesitancy in Alberta.* Calgary Herald. [↩︎](#fnref15) 16. *Max the Vax.* Ontario Association of Children’s Aid Charities. Retrieved October 11, 2022, from [↩︎](#fnref16) 17. Public Health Agency of Canada. (2023, May 24). *Immunization Partnership Fund.* Government of Canada. [↩︎](#fnref17) [↩︎](#fnref17:1) 18. *Jia Hu, MD, FRCPC.* Cleveland Clinic Canada. Retrieved January 16, 2022, from [↩︎](#fnref18) 19. Gao, G., Lang, R., Oxoby, R. J., Mourali, M., Sheikh, H., Fullerton, M. M., Tang, T., Manns, B. J., Marshall, D. A., Hu, J., & Benham, J. L. (2022). Drivers of downloading and reasons for not downloading COVID-19 contact tracing and exposure notification apps: A national cross-sectional survey. *PLoS ONE, 17*(7), e0269783\. [↩︎](#fnref19) 20. Yeo, J., Furr Gudmundsen, C., Fazel, S., Corrigan, A., Fullerton, M. M., Hu, J., Jadavji, T., Kuhn, S., Kassam, A., & Constantinescu, C. (2022). A behavior change model to address caregiver hesitancy around COVID-19 vaccination in pediatrics. *Vaccine, 40*(39), 5664–5669\. [↩︎](#fnref20) 21. Lazarus, J. V., Wyka, K., White, T. M., Picchio, C. A., Rabin, K., Ratzan, S. C., Parsons Leigh, J., Hu, J., & El-Mohandes, A. (2022). Revisiting COVID-19 vaccine hesitancy around the world using data from 23 countries in 2021\. *Nature Communications, 13*(1). [↩︎](#fnref21) 22. Fullerton, M. M., Benham, J., Graves, A., Fazel, S., Doucette, E. J., Oxoby, R. J., Mourali, M., Boucher, J.-C., Constantinescu, C., Leigh, J. P., Tang, T., Marshall, D. A., Hu, J., & Lang, R. (2022). Challenges and recommendations for COVID-19 public health messaging: a Canada-wide qualitative study using virtual focus groups. *BMJ Open, 12*(4), e054635\. [↩︎](#fnref22) 23. Burman, D. (2021, December 8). *This Is Our Shot campaign wraps up with over $111K donation to Kids Help Phone.* City News Toronto. [↩︎](#fnref23) 24. *Partners of ScienceUpFirst.* ScienceUpFirst. Retrieved January 19, 2022, from [↩︎](#fnref24) 25. *Who We Are.* 19 to Zero. Retrieved June 3, 2021, from [↩︎](#fnref25)