2184.0 Advancing vaccine equity through trusted messengers: A multi-sector approach to preventing and responding to community spread of misinformation

Session: Misinformation Can be Deadly: Strategies to Prevent & Address Inaccurate Health Beliefs

Program: Public Health Education and Health Promotion

Time: 5:30 - 5:45 PM

Presenter:

• Jackson Higginbottom, MPH
• Allison Beaulieu, MPH
• Katherine LaMonaca, MPH
• Beatriz Duran-Becerra
• Ivan Hurtado
• Oana Groza
• Kathleen O'Connor Duffany, PhD, MEd
• Rafael Perez-Escamilla, PhD

Abstract

Background

Vaccine misinformation plays a significant role in perpetuating health inequities and contributes to disparities in vaccine confidence and uptake. Multi-sector partnerships involving healthcare providers, government agencies, community partners, persons experiencing the greatest health inequities, and researchers can improve vaccination rates by increasing access to accurate information and engaging trusted messengers. Trusted messengers (TMs) play a crucial role in these partnerships by disseminating accurate information and fostering trust. This presentation explores how trusted messengers were integrated within a multi-sector approach to address vaccine misinformation and promote vaccine equity using social listening.

Methods

Partners co-developed Vaccine Equity Trainings on health literacy, communication, and outreach skills. TMs participated in trainings, then conducted social listening to identify and respond to misinformation. TMs documented community conversations and misinformation in Social Listening Tracking Tools (e.g., Rumor Logs), which partners reviewed weekly to inform the development of materials and activities. Training effectiveness was assessed with pre/post surveys. Tracking tools were reviewed by evaluators to capture engagement.

Results

Preliminary findings suggest that our multi-sector approach effectively trained and continually engaged community members as trusted messengers to address vaccine misinformation and hesitancy. Trainings of TMs resulted in increased vaccine knowledge and confidence in communicating about vaccines. Collaborative efforts among partners led to the development of tailored informational materials that were responsive to community concerns with the aim of promoting vaccine confidence.

Conclusion

Effective multi-sector vaccine equity partnerships need to include well-trained trusted messengers to identify and respond to misinformation and improve access to accurate vaccine information.