Abstract

Amid the COVID-19 pandemic, research is needed to translate knowledge of vaccine attitudes into strategic interventions aimed at increasing vaccine uptake. The current study gleaned formative data on vaccination attitudes among underserved Black populations, which can then be used to strategically design messages grounded in theories of persuasion. The goal is to promote vaccination among hesitant Black populations. Specifically, researchers facilitated community-engaged focus groups and individual interviews to better understand Black individuals’ attitudes about COVID-19 vaccine uptake. In partnership with predominantly Black churches and a local university, investigators recruited community members to share their perspectives on the COVID-19 pandemic and vaccines. This audience insight will be useful as individuals who remain hesitant to receive COVID-19 vaccines may require targeted, sophisticated interventions.