Community-based communication interventions improve health outcomes and foster positive behavioral changes across diverse populations. However, their potential to support vaccine readiness remains underexplored. This paper addresses this gap by investigating the opinions and preferences of ethnic minority community members who attended a health information session regarding community-delivered vaccine messaging. The study explored the perceptions and willingness to engage in community-led communication efforts about vaccination, focusing on COVID-19 booster vaccines. In-depth interviews were conducted between November and December 2023 with individuals from ethnic minority communities in Central Eastern Sydney who attended an information session about COVID-19 boosters. Four key themes emerged from speaking to this specific group, highlighting diverse communication preferences and intentions. Participants emphasized obtaining vaccine-related knowledge from various sources, particularly through interpersonal discussions. Trusted voices like general practitioners (GPs) and targeted media campaigns were deemed to be crucial. Recommendations included leveraging community champions and establishing a central body for efficient vaccination campaign management in multicultural communities. Personal engagement through community discussions was stressed, with inclusive spaces recommended in various settings. Effective strategies include transparent communication, credible health professional endorsement, and addressing concerns with balanced responses. The findings accentuate the potential effectiveness of grassroots, community-centric initiatives in promoting informed vaccine messaging, countering misinformation, and engaging communities in meaningful health dialogs. Further research on tailored communication and strategic partnerships could enhance this initiative and promote sustained health literacy within ethnic minority communities.
Keywords: COVID-19; attitudes; communication; community; immunization; pandemic; vaccine.
This study explores how vaccine messaging can be more effective within ethnic minority communities in Sydney. It focuses on understanding the opinions of community members who attended a health session on COVID-19 booster vaccines. The research highlights that people trust certain sources of vaccine information more than others, particularly healthcare professionals and trusted community leaders. Personal conversations and face-to-face discussions were seen as important ways to address concerns about vaccines. Participants recommended using respected figures in the community, such as religious leaders and doctors, to help share accurate information. They also emphasized the need for respectful and open discussions about vaccines, where concerns are taken seriously without judgment. This approach is seen as a way to combat misinformation and build trust in vaccines. The study concludes that grassroots, community-led initiatives are key to improving vaccine uptake in ethnic minority communities. By creating spaces for open dialogue and using trusted voices, these efforts can help address concerns and increase acceptance of vaccines.