But when it came to COVID-19 shots, the traditional messaging did not resonate with the target group, said Wagner.
"They had a response for everything," she said. "They thought the vaccine wasn't a means for returning to normal. It wasn't their responsibility to keep others safe. And they believed the risk of the vaccine outweighed the risk of COVID."
So, the team switched from drawing on knowledge to drawing on empathy. Instead of focusing primarily on facts, they suggest having open-ended conversations that validate feelings and personalize the vaccine experience. And they recommend talking about how everyday life is easier once you're vaccinated.
According to Wagner, they found that the appeal of hassle-free travel can motivate this group to get vaccinated. Visiting with grandkids can also nudge older adults into getting their shots. But generally, it takes a combination of incentives. The researchers also realized that many short conversations over time are needed. "It takes persistence, so talking with friends and family members can be more effective than a single conversation with a provider," Wagner said.
To share their approach more broadly, the researchers translated their new strategy into two practical guides -- one for health care providers and one for friends and family - and are now disseminating them.
"We need to make space for these discussions," Mirkin explained. "The more non-judgmental conversations you have with an individual, the more likely they are to protect themselves and others from COVID."
Mirkin's team is also trying to understand the drivers of vaccine acceptance in two other groups: Latino Spanish speakers and Pacific Islanders. They are working with community partners to create social media campaigns, including Facebook ads, Twitter and Instagram posts, as well as public service announcements. So far, the Latino public service announcements have been picked up by Telemundo, a Spanish-language television network, and the Facebook ads have more than 3 million hits.
Based on initial data, the main issue for Latinos and Pacific Islanders is access to personal protective equipment -- such as masks -- COVID-19 testing and vaccines, Mirkin said. "In general, the concerns are very logistics-based, whereas the Caucasian group is philosophically- and identity-based," she said.
Vaccine acceptance is often complicated by a larger erosion of trust of science and health care systems that have failed many people, especially those of color, said Mirkin. "As an academic medical center, we have to understand what's going on to begin to reshape the conditions to help rebuild trust."
Photo by Mattia Ascenzo
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