Engaging Diverse Audiences
Engaging Diverse Audiences
This roadmap provides tools, strategies, recommendations, and fundamentals for working with diverse communities. Health departments, community-based organizations (CBOs), providers, and community health workers/promotores can use these resources for internal capacity building and developing outreach materials.
How Can My Organization Better Engage Diverse Communities?
Vaccine outreach is more successful when the audience connects with the messaging. However, audiences can be composed of people of varying cultures, ages, abilities, and identities. Creating outreach materials and implementing programs that resonate with diverse communities should be done thoughtfully. The resources in this roadmap aim to provide strategies and tools to tailor communications and outreach, center cultural humility, and elevate community voices.
For more information on why tailoring outreach for diverse audiences is important, see the Health Equity Roadmap.
Interventions to improve vaccine acceptance must acknowledge the lived experience of the audience, including those who have been historically underserved. These resources provide general strategies to build trust and vaccine confidence through tailored communications and outreach.
Report: Strategies to Improve Vaccine Acceptance for Underserved Groups
Format:
Document (Text)
Language(s):
English
Webinar and Tool: Tailoring Health Communications to Build Understanding and Trust
Format:
Video,
Document (Text)
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Podcast: Critical Value Episode: How to Build Vaccine Confidence Across Communities (24:12)
Format:
Audio
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina
Language(s):
English
Webinar: Building Trust and Vaccine Confidence with Historically Marginalized Populations
Format:
Video
Race/Ethnicity:
Asian,
Black/African American,
Hispanic, Latinx, Latino, Latina,
Indigenous People,
Multiple Races/Ethnicities
Language(s):
English
Reports: How to Understand and Support COVID-19 Vaccine Decision-Making (Findings from Wave 1, 2, and 3 Surveys)
Format:
Document (Text)
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina,
Indigenous People
Language(s):
English
Toolkit: Designing Community-Based Communication Campaigns (English, Spanish)
Format:
Document (Text)
Language(s):
English,
Spanish
Factsheet: Community Care Approaches for Outreach
Format:
Website
Language(s):
English
Toolkit: Building Confidence in COVID-19 Vaccines
Format:
Website
Language(s):
English
Factsheet: Tips for Increasing Vaccine Confidence Through Communication and Community Engagement
Format:
Document (Text)
Language(s):
English
Webinar: How Clinicians Can Establish Trust During Racially Discordant Clinical Encounters
Format:
Video
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina
Language(s):
English
Groups that have been historically underserved have diverse cultural and linguistic identities and experiences. Cultural humility involves a life-long commitment to self-critique about differences in culture and a commitment to be aware of and actively mitigate power imbalances between cultures (Key Equity Terms and Concepts). When addressing the cultural context and linguistic needs within communities, it is essential to tailor efforts and programs to their intended population. These resources provide cultural humility tools and principles and guidance for providing linguistically appropriate care and outreach.
Factsheet: Standards for Culturally and Linguistically Appropriate Health Care
Format:
Document (Text),
Website
Language(s):
English
Webinar: Creating Culturally and Linguistically Relevant COVID-19 Vaccine Materials (English, Spanish)
Format:
Video,
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English,
Spanish
Toolkit: Embedding Cultural Communications in Health Departments
Format:
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Webinar: Practicing Cultural Humility in Community Engagement and Outreach
Format:
Video
Language(s):
English
Report: Analysis of COVID-19 Vaccination and Clinical Outcomes with Patients' Preferred Language
Format:
Website
Language(s):
English
Factsheet: Health Literacy and Limited English Proficiency Tools and Resources for Providers
Format:
Document (Text)
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Uplifting voices of communities impacted by health disparities can be a strategy to promote vaccine equity. These resources provide examples and principles of strengthening community connections and engaging people with lived experience to support vaccination efforts for diverse communities.
Factsheet: Culturally-Based Practices to Increase Community Connections
Format:
Website
Language(s):
English
Toolkit: Engaging People with Lived Experience
Format:
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Toolkit: Resources to Build, Strengthen and Sustain Relationships
Format:
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Report: Community Voice and Power Sharing Guidebook
Format:
Document (Text)
Language(s):
English
Report: Connect to Communities Through Wellness Boxes
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Webinar: Young Adults and Vaccine Confidence
Format:
Video
Language(s):
English
The COVID-19 pandemic brought about an unprecedented number of vaccination outreach campaigns, many of which engaged diverse communities. Resources in this section highlight reflections and lessons learned from these campaigns.
Webinar: The Conversation / La Conversación
Format:
Video
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina
Language(s):
English
Webinar: Community-based Models for Addressing COVID-19 Mis- and Disinformation (Spanish) (1:02)
Format:
Video
Race/Ethnicity:
Hispanic, Latinx, Latino, Latina
Language(s):
Spanish
Webinar: Collaborating with Faith Leaders to Build Vaccine Confidence (English, Spanish)
Format:
Video,
Document (Text)
Race/Ethnicity:
Hispanic, Latinx, Latino, Latina
Language(s):
English,
Spanish
Report: Building the Evidence Base for Advancing Vaccine Equity: Findings from the P4VE Promising Practices Project
Format:
Document (Text)
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Factsheet: Impacts and Lessons Learned from the "Be a Good Relative" Campaign for Native and Urban Native Communities
Format:
Website
Race/Ethnicity:
Indigenous People
Language(s):
English
Report: Successful Strategies & Lessons Learned from Implementing Evidence-Based Programs in American Indian, Alaska Native, and Native Hawaiian Communities
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
What are Considerations When Developing Outreach for Specific Audiences?
The first section of this roadmap covered general guidance for tailoring messaging and engaging diverse audiences. This section provides considerations for tailoring materials to specific communities or populations. Please let us know if there are additional communities that you would like guidance on how to best serve!
Podcast: Famicos Foundation Episode: Addressing COVID-19 Vaccine Hesitancy in Black Communities (44:15)
Format:
Video
Race/Ethnicity:
Black/African American
Language(s):
English
Report: Understanding and Ameliorating Medical Mistrust Among Black Americans
Format:
Website
Race/Ethnicity:
Black/African American
Language(s):
English
Factsheet: How to Support a Fully-Considered Decision About COVID-19 Vaccination
Format:
Document (Text)
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina,
Indigenous People
Language(s):
English
+ 7 more
Toolkit: Social Media Resources to Promote COVID-19 Vaccine Confidence - Reasonable Doubts
Format:
Graphic / Image,
Document (Text)
Race/Ethnicity:
Black/African American
Language(s):
English
Report: Community Engagement Resource Guide for Advancing Equity for Asian American, Native Hawaiian, and Pacific Islander Communities
Format:
Document (Text)
Race/Ethnicity:
Asian,
Pacific Islander
Language(s):
English
Webinar: South Asian American Experiences During COVID-19
Format:
Video
Race/Ethnicity:
Asian
Language(s):
English
Report: Health Care Access Challenges for Asian American and Native Hawaiian/Pacific Islander Adults
Format:
Document (Text)
Race/Ethnicity:
Asian,
Indigenous People,
Pacific Islander
Language(s):
English
Report: Language Access Resource Guide for Asian and Pacific Islander Communities
Format:
Document (Text)
Race/Ethnicity:
Asian,
Indigenous People,
Pacific Islander
Language(s):
English
Factsheet: How to Support a Fully-Considered Decision About COVID-19 Vaccination
Format:
Document (Text)
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina,
Indigenous People
Language(s):
English
Toolkit: Increasing Vaccinations through Trusted Messengers
Format:
Document (Text)
Race/Ethnicity:
Hispanic, Latinx, Latino, Latina
Language(s):
English
Webinar: Increasing COVID-19 Vaccinations Among Latinos in Overlooked Hotspots
Format:
Video
Race/Ethnicity:
Hispanic, Latinx, Latino, Latina
Language(s):
English
Toolkit: Vaccine Advocacy Resources for Healthcare Professionals
Format:
Document (Text)
Race/Ethnicity:
Hispanic, Latinx, Latino, Latina
Language(s):
English
Factsheet: How to Support COVID-19 Vaccination Decisions in Native American Communities
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Webinar: Trusted Messengers in Indigenous Communities
Format:
Video,
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Report: Strategies to Promote COVID-19 Vaccination Among Urban Native American Communities
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Video: Using Culture and Storytelling in Healthcare to Treat the Whole Person (4:46)
Format:
Video
Race/Ethnicity:
Indigenous People
Language(s):
English
Report: Successful Strategies & Lessons Learned from Implementing Evidence-Based Programs in American Indian, Alaska Native, and Native Hawaiian Communities
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Webinar: Journey to Healthy Communities - Patient Engagement and Cultural Approaches
Format:
Video,
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Factsheet: Creating a Welcoming Facility for Native Elders
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Webinar: What Evidence-based Health Promotion Programs work with Native Elders?
Format:
Video
Race/Ethnicity:
Indigenous People,
Pacific Islander
Language(s):
English
Toolkit: Immunization to Promote Refugee and Migrant Health
Format:
Website
Language(s):
English
Webinar: Addressing Vaccine Hesitancy Among Refugee, Immigrant, and Migrant Communities Through Education and Outreach
Format:
Video
Race/Ethnicity:
Asian,
Black/African American,
Multiple Races/Ethnicities
Language(s):
English
Flyer: The COVID-19 Vaccine Journey for Refugees and Immigrants
Format:
Document (Text)
Language(s):
English
Toolkit: Promising Practices for COVID-19 and Beyond
Format:
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Webinar: Authentically Involving Ukrainian Communities to Build Trust in Public Health Response Activities
Format:
Video,
Document (Text)
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Toolkit: Honest Conversations to Share Health-Related Stories and Concerns
Format:
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
LGBTQIA2S+ is an abbreviation for Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, Intersex, Asexual, Two-Spirit, and more.
Toolkit: Resources to Promote COVID-19 Vaccination in the LGBTQ+ Community (English, Spanish)
Format:
Graphic / Image,
Document (Text),
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Factsheet: Communicating With LGBTQ Patients
Format:
Website
Language(s):
English
Factsheet: How LGBTQIA+ Communities Are Supported With COVID Care (English, 7 Languages)
Format:
Document (Text)
Race/Ethnicity:
Asian,
Hispanic, Latinx, Latino, Latina,
Multiple Races/Ethnicities
Language(s):
English,
Chinese,
Hindi,
Hmong,
Khmer,
Spanish,
Thai,
Vietnamese
Toolkit: LGBTQIA+ Information for Providers
Format:
Website
Language(s):
English
Report: Serving Diverse Elders - Strategies for Meaningful Inclusion in Service Planning and Delivery
Format:
Document (Text)
Race/Ethnicity:
Asian,
Black/African American,
Hispanic, Latinx, Latino, Latina,
Indigenous People,
Pacific Islander
Language(s):
English
Toolkit: Strategies for Reaching People with Limited Access to COVID-19 Vaccines
Format:
Website
Language(s):
English
+ 3 more
Report: Vaccine Attitudes Among Older Adults, Fall 2020
Format:
Document (Text)
Race/Ethnicity:
Black/African American,
Hispanic, Latinx, Latino, Latina,
Multiple Races/Ethnicities
Language(s):
English
Factsheet: Delivering Culturally Competent Healthcare to Native Elders
Format:
Document (Text)
Race/Ethnicity:
Indigenous People
Language(s):
English
Webinar: What Evidence-based Health Promotion Programs work with Native Elders?
Format:
Video
Race/Ethnicity:
Indigenous People,
Pacific Islander
Language(s):
English
Tool: Health District Strategies to Promote COVID-19 Vaccination Among Older Adults
Format:
Document (Text)
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Factsheet: 10 Essential Questions for Disability Inclusion in Health Agencies (English, Spanish)
Format:
Document (Text)
Language(s):
English,
Spanish
Factsheet and Video: COVID-19 Vaccination and the d/Deaf Community
Format:
Video,
Website
Language(s):
American Sign Language,
English
Factsheet: Creating a Welcoming and Accessible Vaccination Site
Format:
Document (Text)
Language(s):
English
Factsheet: Strategies for Caregiver Communications with Health Professionals
Format:
Document (Text)
Language(s):
English
Report: Vaccine Hesitancy Among Adults With Disabilities
Format:
Document (Text)
Language(s):
English
Webinar: Improving the Vaccination Experience: Accessible Vaccination for Neurodiverse People at Any Age
Format:
Video
Language(s):
English
Webinar: Understanding Your Rural Market Through a Health Equity Lens
Format:
Video,
Document (Text)
Language(s):
English
+ 8 more
Social Media: Graphics Display Farm Themes
Format:
Video,
Website
Race/Ethnicity:
Multiple Races/Ethnicities
Language(s):
English
Podcast: REACHing for Vaccine Equity Episode: Building Vaccine Trust in the Rural South (16:20)
Format:
Audio
Race/Ethnicity:
Black/African American
Language(s):
English
Report: State of Vaccine Confidence Insights - Vaccination in Rural America
Format:
Document (Text)
Language(s):
English