Communication strategies among Black pastors in South Carolina about the COVID-19 Vaccination: Presenter(s): DaKysha Moore, NCAT, United States

COVID-19 vaccination rates have increased since vaccine distribution began in December 2020. However, in some states, such as South Carolina (during Spring 2022-slightly less than 60% of the total population is fully vaccinated), getting people to take the vaccine has been more challenging. Among African Americans, vaccine hesitancy could be for several reasons including lack of confidence in the medical community and vaccine. Nevertheless, utilizing faith-based leaders, such as pastors, hold promise for increasing COVID-19 vaccination rates among African Americans in South Carolina. However, how pastors communicate information about COVID-19 vaccines in the African American community should be investigated. The purpose of this study is to explore the communication strategies that pastors in predominantly African American churches use to increase COVID-19 vaccination rates among churchgoers and the surrounding community. We conducted semi-structured interviews with 10 pastors in South Carolina. Three main themes emerged 1) multiple communication channels and accessibility, 2) trust, and 3) lead by example to strengthen commitment to health. As there continues to be an increased need for COVID-19 vaccination, including booster vaccines, pastors may be a source to promote COVID-19 vaccine information and community outreach for COVID-19 vaccination among African Americans.