Abstract

Objective: We describe a community-academic collaboration empowering Community Health Advocates (CHAs), using health promotion strategies, to advance COVID-19 vaccination rates in their respective communities: African American/(Black), Latino, Maya) and populations with economic disadvantage in Omaha, Nebraska.

Methods: We trained and educated newly recruited and existing Creighton University certified CHAs. A communications plan was implemented for COVID-19 community education and vaccine acceptance. Goals were to encourage and increase the vaccination rates in these diverse communities. CHAs facilitated communitywide messaging for vaccine resources and presented in town hall meetings.

Results: From February to July 2021, sixty-five (65) CHAs were trained on COVID-19 vaccine-related topics: Basics of COVID-19 vaccine science, vaccine development timeline, myths vs. facts for overcoming vaccine hesitancy, and CDC Guidelines for preventing community COVID-19 transmission. CHAs experienced 943 educational encounters with residents in community venues such as retail stores, grocery stores, and gas stations, reaching 5,989 individuals. Nearly 3,600 promotional advertising contacts and outreach were facilitated through flyers, brochures, newsletters, public service announcements, newspaper articles, posters, banners, slogans, and public presentations. An average of 127,000 billboard views per week was recorded over 22 weeks. Twelve (12) town hall meetings were facilitated.

Conclusion: We successfully educated and trained lay individuals about COVID-19 vaccines and vaccinations’ importance in reducing minority morbidity and mortality. The CHAs subsequently promoted vaccinations through town hall meetings, and on-line church and community encounters, using virtual and in-person gatherings, following guidelines for masks and social distancing recommended by the Center for Disease Control and Prevention. The virtual training format was effective, but with some technical challenges. Given the project size and multilayered needs, we recommend a team technology approach. Future project planning, when not urgent, must include extensive collaboration with community leaders prior to project design and implementation. Impact evaluation should assess vaccination rates due to CHA encounters.

Keywords: Community health advocates; Community academic collaboration; COVID-19 vaccination