Kipke Michele D, Karimipour Nicki, Wolfe Nicole, Orechwa Allison, Stoddard Laura, Rubio-Diaz Mayra, North Gemma, Dezfuli Ghazal, Murphy Sheila, Phelps Ashley, Kagan Jeremy, De La Haye Kayla, Perry Christina, Baezconde-Garbanati Lourdes
Southern California Clinical and Translational Science Institute, University of Southern California, Los Angeles, CA, United States.
Department of Pediatrics, Keck School of Medicine of University of Southern California, Children's Hospital Los Angeles, Los Angeles, CA, United States.
JMIR Res Protoc. 2023 Feb 20;12:e40161. doi: 10.2196/40161.
The COVID-19 pandemic has significantly affected Los Angeles County and disproportionately impacted Black and Latino populations who experienced disparities in rates of infection, hospitalizations, morbidity, and mortality. The University of Southern California (USC), USC Keck School of Medicine, Southern California Clinical and Translational Science Institute, USC Mann School of Pharmacy and Pharmaceutical Sciences, Annenberg School for Journalism and Communication, and Children's Hospital Los Angeles will launch a collaborative public health campaign called VaccinateLA.
VaccinateLA will implement a community-based, community-partnered public health campaign that (1) delivers culturally tailored information about COVID-19 and available vaccines; and (2) addresses misinformation and disinformation, which serves as a barrier to vaccine uptake. The campaign will be targeted to communities in Los Angeles with the highest rates of COVID-19 infection and the lowest vaccination rates. Using these criteria, the campaign will be targeted to neighborhoods located in 34 zip codes in the Eastside and South Los Angeles. The primary aim of VaccinateLA will be to design and deliver an evidence-based multimedia public health campaign tailored for Black and Latino populations. A secondary aim will be to train and deploy community vaccine navigators to deliver COVID-19 education, help individuals overcome barriers to getting vaccinated (eg, transportation and challenges registering), and assist with delivering vaccinations in our targeted communities.
We will use a community-based, participatory research approach to shape VaccinateLA's public health campaign to address community members' attitudes and concerns in developing campaign content. We will conduct focus groups, establish a community advisory board, and engage local leaders and stakeholders to develop and implement a broad array of educational, multimedia, and field-based activities.
As of February 2023, target communities have been identified. The activities will be initiated and evaluated over the course of this year-long initiative, and dissemination will occur following the completion of the project.
Engaging the community is vital to developing culturally tailored public health messages that will resonate with intended audiences. VaccinateLA will serve as a model for how an academic institution can quickly mobilize to address a pressing public health crisis, particularly in underrepresented and underresourced communities. Our work has important implications for future public health campaigns. By leveraging community partnerships and deploying community health workers or promotores into the community, we hope to demonstrate that urban universities can successfully partner with local communities to develop and deliver a range of culturally tailored educational, multimedia, and field-based activities, which in turn may change the course of an urgent public health crisis, such as the COVID-19 pandemic.
INTERNATIONAL REGISTERED REPORT IDENTIFIER (IRRID): PRR1-10.2196/40161.
新冠疫情对洛杉矶县产生了重大影响，对黑人和拉丁裔人群的影响尤为严重，他们在感染率、住院率、发病率和死亡率方面存在差异。南加州大学（USC）、南加州大学凯克医学院、南加州临床与转化科学研究所、南加州大学曼恩药学院和制药科学学院、安嫩伯格新闻与传播学院以及洛杉矶儿童医院将发起一项名为“为洛杉矶接种疫苗”的联合公共卫生运动。
“为洛杉矶接种疫苗”运动将开展一项基于社区、与社区合作的公共卫生运动，（1）提供针对不同文化背景量身定制的关于新冠病毒和现有疫苗的信息；（2）解决错误信息和虚假信息问题，这些信息是疫苗接种的障碍。该运动将针对洛杉矶新冠病毒感染率最高且疫苗接种率最低的社区。根据这些标准，该运动将针对东洛杉矶和南洛杉矶34个邮政编码区域内的社区。“为洛杉矶接种疫苗”运动的主要目标是设计并开展一项基于证据的多媒体公共卫生运动，为黑人和拉丁裔人群量身定制。次要目标是培训并部署社区疫苗导航员，以提供新冠病毒教育，帮助个人克服接种疫苗的障碍（如交通和登记难题），并协助在我们的目标社区进行疫苗接种。
我们将采用基于社区的参与式研究方法来塑造“为洛杉矶接种疫苗”运动的公共卫生运动，以在制定运动内容时考虑社区成员的态度和担忧。我们将进行焦点小组讨论，成立社区咨询委员会，并让当地领导人和利益相关者参与，以开展和实施一系列广泛的教育、多媒体和实地活动。
截至2023年2月，已确定目标社区。这些活动将在为期一年的倡议过程中启动并进行评估，项目完成后进行传播。
让社区参与对于制定能引起目标受众共鸣的、针对不同文化背景量身定制的公共卫生信息至关重要。“为洛杉矶接种疫苗”运动将成为学术机构如何迅速动员起来应对紧迫公共卫生危机的典范，尤其是在代表性不足和资源匮乏的社区。我们的工作对未来的公共卫生运动具有重要意义。通过利用社区伙伴关系并向社区部署社区卫生工作者或健康促进者，我们希望证明城市大学能够成功地与当地社区合作，开展和提供一系列针对不同文化背景量身定制的教育、多媒体和实地活动，这反过来可能改变紧急公共卫生危机的进程，如新冠疫情。
国际注册报告识别码（IRRID）：PRR1-10.2196/40161
