Virtual town halls addressing vaccine hesitancy among racial and ethnic minorities: Preliminary findings

BACKGROUND: The coronavirus disease 2019 (COVID-19) pandemic remains a public health priority, and vaccination is important for ending the pandemic. Racial and ethnic minorities are disproportionally affected by COVID-19 yet report high levels of vaccination hesitancy. OBJECTIVE: We conducted virtual town halls to address vaccine hesitancy among racial and ethnic minorities in South Florida. METHODS: Our approach used social influence and persuasion models. In a formative phase, we gathered meeting preferences from our communities and developed and tested our approach. In an implementation phase, we conducted 6 virtual town halls in partnership with 6 different minority-focused community-based organizations. RESULTS: The town halls reached 379 participants (mean age 36.6 years; 63.9% female, 33.5% male, 0.3% nonbinary; 55.8% racial or ethnic minority). Of these 379 participants, 69 completed both polls who were unvaccinated at the time. Among these nonvaccinated participants, at the prepoll, 58% reported a high likelihood of seeking vaccination, rising to 72.5% at the exit poll, which was a statistically significant change. Unvaccinated non-hesitant and hesitant groups were compared on trusted information sources and reasons and barriers for vaccination. Nonhesitant participants reported greater trust in the COVID-19 Task Force (97.3% vs. 83.3%) as a source of vaccine information than did hesitant participants. Nonhesitant participants were statistically significant more likely to endorse family safety (82.5% vs. 63.2%), community safety (72.5% vs. 26.3%), personal safety (85% vs. 36.8%), and wanting to return to a normal life (70% vs. 31.6%) as reasons for vaccination than were hesitant participants. Hesitant participants were statistically significant more likely to endorse concerns about vaccine safety (63.2% vs. 17.5%) as barrier to vaccination than were nonhesitant participants. Qualitative data revealed high consumer satisfaction with the town halls. CONCLUSION: This study supports the feasibility, acceptability, and potential impact of virtual town halls for addressing vaccine hesitancy among racial or ethnic minorities; however, our approach was resource intensive, required an extensive community-university collaborative infrastructure, and yielded a small effect.