795 - Understanding vaccine hesitancy: Black and rural teen perspectives regarding COVID-19 vaccination to inform targeted public health messaging

Publication Number: 795.6805

Julia Reedy, University of Colorado School of Medicine, Aurora, CO, United States; Nathalie Dieujuste, University of Colorado School of Medicine, Aurora, CO, United States; Andrea Jimenez-Zambrano, University of Colorado, Aurora, CO, United States; Laura Scherer, University of Colorado School of Medicine, Denver, CO, United States; Alison Saville, University of Colorado School of Medicine, Aurora, CO, United States; Allison Kempe, University of Colorado AMC, ACCORDS, aurora, CO, United States; Brooke Dorsey Holliman, University of Colorado School of Medicine, Aurora, CO, United States

Background: Despite the significant benefits of COVID-19 vaccination in preventing severe illness, hospitalization, and death, vaccination rates remain low in Black and rural youth communities. Teens seek increased involvement in vaccine decision-making, empowered to make informed decisions about their health and the well-being of their communities.

Objective: To understand Black and rural teenagers’ perspectives on COVID-19 vaccines to aid in the development of targeted and compelling vaccination campaigns.

Design/Methods: We conducted semi-structured interviews between February and May 2023 with Black and rural teens, aged 14-17, across Colorado. Participants were recruited via social media platforms (e.g., Twitter, Instagram, Snapchat, and TikTok). Interviews explored teen perceptions of COVID-19 vaccines, feedback on vaccine-related messages, and preferences for message content and format.. Interviews were professionally transcribed, and detailed interview summaries were compiled to capture key domains of concern. Data were analyzed using a rapid matrix analysis, with each cohort analyzed separately. Priority domains for analysis were pulled from health communication literature and prior work with Latinx teens.

Results: The study included 39 participants (20 Black and 19 rural) with a mean age of 15.72 years. Teen perspectives on vaccines had distinct differences by cohort with Black teens expressing more wariness around side effects and rural teens describing the large role of politics in shaping vaccine perspectives. Teens tended to have a low sense of personal risk related to COVID-19, therefore motivations for vaccination was often to protect others. Additionally, most teens had never heard heard of Long COVID which challenged their sense of invincibility. Lastly, teens preferred relatable vaccine messages reflecting personal experiences and found these to be most motivating.

Conclusion(s): This study highlights the unique perspectives and informational needs of Black and rural teens in Colorado regarding COVID-19 vaccination, providing valuable insights to inform targeted public health messaging.