FOR IMMEDIATE RELEASE
CONTACT: Karen Landers, M.D.
(256) 383-1231
A poll to better understand reluctance to take the COVID-19 vaccine among African Americans, Hispanics/Latinos and Tribal Nations was conducted by the Bruno Event Team for the Alabama Department of Public Health (ADPH). A federal grant funded the poll of 1,000 individuals taken in March 2021.
The polling sample size included an oversample of the racial and ethnic minority groups. Other ethnicities are included in this poll, but not in proportion to their population representation in Alabama. All participants in the research were screened for either vaccine hesitancy or resistance. If a respondent indicated they were already vaccinated or were going to be, they were screened out of the research. The polling company conducted secondary, quantitative (traditional survey) and qualitative (focus groups) research to accomplish two goals:
1. Determine the primary driver of vaccine resistance among the three minority groups
2. Understand how to break down the resistance
The polling company concluded, “On the whole, opinion is stubborn, underscoring the need for emotional appeals and the right messengers.”
Findings are as follows:
The appeal of “regular life” is strong — stronger than hesitations about the vaccine.
The two images that tested best are the family getting back together and football-related images. Both are relatable to the widest swath of participants. The best messengers for the group as a whole are medical professionals, particularly local nurses and doctors, with an assist from pharmacists. The race of the medical professional matters to African American respondents, who slightly prefer a professional of their own race.
A summary of select polling data is below:
alabamapublichealth.gov/covid19vaccine/assets/covid19_vaccinehesitancy.pdf