Abstract
Amid the COVID-19 pandemic, research is needed to translate knowledge of vaccine attitudes into strategic interventions aiming to increase vaccine uptake. The current study gleaned formative data on vaccination attitudes among underserved Black populations, which can then be used to strategically design messages grounded in theories of persuasion. The goal is to promote vaccination among hesitant Black populations. Specifically, researchers facilitated community-engaged focus groups and individual interviews to better understand Black individuals’ attitudes about COVID-19 vaccine uptake. In partnership with predominantly Black churches and a local university, investigators recruited community members to share their perspectives on the COVID-19 pandemic and vaccines. This audience insight is useful as individuals who remain hesitant to receive COVID-19 vaccines may require targeted, sophisticated interventions.
Presenters
Bobi IvanovProfessor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States Adam E. Tristan
Jardin Dogan-Dixon
Sarah A. Geegan
Assistant Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States Kimberly A. Parker
Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Public Health Policies and Practices
KEYWORDS
COVID-19, Vaccine Hesitancy, Underrepresented Populations, Community-Engaged Research, Focus Groups
