The fall season is here, kids are back in school, and the holidays are just around the corner.
Health workers are working hard to remind everyone in their communities how important vaccines against COVID-19, RSV, and the flu are to protect themselves and their loved ones.
However, vaccination rates are dropping, especially among children, which increases everyone’s risk of getting sick. And, a study published this week found that English language learners often face more challenges to get vaccinated against COVID-19, which adds to existing health inequities.
Over the last year, PGN’s ongoing conversations with community-based organizations working on vaccine outreach highlighted the need to change and improve how CBOs communicate and use cultural resources to better connect with the people they serve.
Here are some key insights we’ve gathered from those conversations, just in time for the busy virus season.
Make time for team reflections
For many experienced CBOs, the fall vaccination season is a familiar routine. But it’s essential to intentionally and regularly reflect as a team on what’s working and not working and to stay open to real-time adjustments.
“I constantly remind our team that one of our key messaging items is that the science, the results, the observations continue to shift, and that it is imperative to be aware that the information base and the knowledge base continue to grow. So, not to be static,” explained Howard Isaacson, chief executive officer at Emmanuel Communities.
Reconsider communications methods or cultural tools
When was the last time your CBO did an audit of your vaccine messaging? How do you measure if your strategy is working? Conversations with health workers from ShotRx in Memphis, Tennessee; Latino Health Access in Santa Ana, California; and the Community Health Worker Coalition for Migrants and Refugees in Washington emphasized the importance of being open to using cultural tools that resonate with their communities.
“As an agency, we had a huge campaign to get COVID-19 vaccines out to the community. We were on the ground, in neighborhoods, letting them know about the vaccine, and all the testing sites,” said Nallely Enriquez of Latino Health Access. “It was very cool to see our promotoras really going out there in the community in our red van. Our red van is very famous for a lot of the work and campaigns that Latino Health Access has done, just going out into the communities, driving around with the megaphone saying, ‘Latino Health Access will conduct a vaccine clinic from this day to this day, and at this time. See you there!’”
Consider your target populations
In the more than four years since the pandemic began, COVID-19 deaths have declined overall. However, the disease continues to pose a significant risk across various demographics, which requires community health workers to actively engage in targeted efforts to prevent complacency within their communities.
“[For us,] I think it’s the adults that are maybe not immunocompromised or don’t feel like they’re at high risk for it, or the ones that are just feeling that vaccine fatigue,” said Elysia Jordan, vice president of nursing at Mary’s Center. “In reality, when we talk about vaccines, it’s not just about protecting yourself, but about protecting the whole community. The more people get vaccinated, the more protected everyone is.”
People of color, people with disabilities, those with weakened immune systems, LGBTQ+ individuals, and other marginalized groups have been hit hard by COVID-19. Older adults, especially those aged 65 and older, are at the greatest risk of becoming seriously ill from the virus. Additionally, babies who are under six months and therefore too young to be vaccinated have the second highest COVID-19 hospitalization rate of any age group. This means that a 4 month old has about the same risk of hospitalization as a 70 year old.
This article is supported by the Centers for Disease Control and Prevention of the U.S. Department of Health and Human Services (HHS) as part of a financial assistance award to the CDC Foundation totaling $69,392,486 with 100 percent funded by CDC/HHS. The contents are those of the author(s) and do not necessarily represent the official views of, nor an endorsement, by CDC/HHS, or the U.S. Government. In addition, the CDC Foundation does not guarantee and is not responsible for the accuracy or reliability of information or content contained in this article. Moreover, the CDC Foundation expressly disclaims all liability for damages of any kind arising out of use, reference to, or reliance on any information contained within this article. This article are not intended as, and should not be interpreted by you as, constituting or implying the CDC Foundation’s endorsement, sponsorship, or recommendation of the information, products, or services found therein.