The Biden administration hopes to make getting a COVID-19 booster as routine as going in for the yearly flu shot.

That’s at the heart of its campaign to sell the newly authorized shot to an American public that has widely rejected COVID-19 boosters since they first became available last fall.

Shots of the updated boosters, specifically designed by Pfizer and Moderna to respond to the omicron strain, could start within days. The U.S. government has purchased 170 million doses and is emphasizing that everyone will have free access to the booster.

Community health workers in North Carolina, home to the country’s lowest COVID-19 booster rate, like the strategy, especially because of confusion among some people about vaccine schedules.

The White House plan also relies in part of on local health departments, providers and community groups to reach out and encourage people to get the updated booster. Pharmacies, health providers and state or local health departments are preparing to send text messages to millions of people that will encourage them to get a booster this fall, White House officials said.

Jha said he recommends most Americans get the booster by the end of October.

Still, this latest vaccination campaign faces several challenges.

A majority of Americans got their first and second dose of the COVID-19 vaccine when it was released last year but they’ve been more reluctant to get a booster jab, with less than half getting their first booster since it became available late last year.