How Inclusive Communications Can Help Increase Access to COVID-19 Vaccines in Communities of Color

As the nation prepared for the administration of the COVID-19 vaccine, there was much concern that communities of color, specifically Black community members would be apprehensive to getting the vaccine because of the longstanding history of mistrust of the healthcare industry.

From the 40-year long Tuskegee study that unethically abused Black men whom they claimed they were treating for syphilis, to our nation’s current Black maternal mortality rates that show pregnancy-related deaths for Black women older than 30 was 4-5 times higher than it was for white women, Black people have been victims of medical mistreatment that have in many instances, resulted in death.   

However, according to recent research, the U.S. Census Bureau found white and Black adults are similarly apprehensive about getting the vaccine, both at an estimated 12% saying they would “definitely not” or “probably not” get vaccinated compared to 10% of Hispanic adults.

An ABC news article notes that although similar proportions of adults are estimated to be hesitant, Black and Hispanic adults are less likely than white adults to actually be vaccinated. The article adds that the vaccination rates are not an issue of hesitancy, rather the lack of access in these communities.

So how can officials address the lack of vaccine access to communities of color in their communications strategies? By incorporating inclusive messaging in these simple steps:

 ·       Provide vaccination access in communities of color – This seems like an obvious solution, but oftentimes decision makers do not understand the necessity of providing all communities access to the vaccine, especially when there is an assumption that certain people are not interested in receiving the vaccine. Not only does current research refute that notion, but the medical community has a responsibility to provide fair and equal access to medical care.  

 ·       Advertise vaccination sites in places frequented by BIPOC community members – Oftentimes access may be available in communities of color, but individuals may not know how, where or when to get the vaccine. It is imperative for officials to ensure they are publicizing vaccination information in diverse communities, multicultural media outlets and in multiple languages. Outreach must exceed traditional engagement strategies; one must think outside of the box to ensure these efforts are inclusive of diverse experiences.

 ·       Acknowledge hesitancy and lack of access in your messaging – Addressing the elephant in the room is always a great step toward creating authentic and inclusive messaging. When developing your outreach messages, recognize the issues impacting BIPOC communities’ vaccination rates and describe your efforts to counter those problems. Not only will these audiences feel seen and validated, but they will also feel like their lived experiences matters.