‘Trusted messengers’ distill science, debunk myths about COVID-19 vaccine Penn Today – Penn Today


A person, Helaine Heggs, standing outside in front of a tree.
Helaine Heggs is among 24 ambassadors employed by VaxUpPhillyFamilies, an initiative spearheaded by Penn’s School of Nursing, together with the Annenberg School for Communication, Perelman Med school, Children’s Hospital of Philadelphia, Philly Counts, and Konquered Healthcare Solutions. (Image: Linda Jiang)

For Helaine Heggs, her role like a VaxUpPhillyFamilies ambassador coalesced around a satisfying moment with someone in her own community. The lady didn’t wish to vaccinate her child against COVID-19, convinced through the tales she’d heard the vaccine was unsafe and misguided.&nbsp

“I informed her, ‘That’s a fantasy. We’ve people studying this,’” states Heggs, initially from South america but that has resided in Philadelphia for 16 years. “I informed her, ‘We be aware of virus is real. The vaccine will help you.’” Then they chatted a couple of minutes more before parting ways.&nbsp

Several days later, the lady found Heggs again, this time around with two COVID vaccine cards in hands, one for herself, another on her child. “I am happy with this task we’re doing to obtain everybody vaccinated,” Heggs states. “We’ve reached have confidence in science. In my opinion in science.”&nbsp

Heggs is among 24 ambassadors employed by VaxUpPhillyFamilies, an initiative spearheaded by Penn’s School of Nursing, together with the Annenberg School for Communication, the Perelman Med school, the Children’s Hospital of Philadelphia, Philly Counts, and Konquered Healthcare Solutions.&nbsp

The aim would be to train community members—parents or caregivers with already vaccinated youthful kids of their own—to tell others concerning the COVID-19 vaccine and much more. Throughout the first 10-week phase, which led to mid-June, the ambassadors published on social networking, canvassed at community occasions, distributed flyers, shared 30-second videos they’d developed, had bi-weekly check-ins with program leaders, and much more. Phase 2 is placed to start shortly.&nbsp

“There is really a perception locally, that COVID-19 programs are just centered on vaccination. The vaccine is unquestionably our major goal, but it’s only some of the goal,” states Terri Lipman ofPenn Nursing. “We think that our ambassadors sit for connecting around broader issues. It is really an optimal chance to deal with social needs the pandemic has greatly exacerbated.”

‘Changing the tide toward equity’

VaxUpPhillyFamilies came into being as a part of the city Engagement Alliance (CEAL) Against COVID-19 Disparities program established and funded through the National Institutes of Health in 2020. Philly CEAL began in May 2021, when Penn Nursing became a member of using the Town of Philadelphia and multiple College and community partners to operate on COVID-19 outreach.

“One from the aims of CEAL ended up being to mount a coalition to mitigate COVID-19 disparities,” states Lipman. “When reviewing the COVID vaccination rates in Philadelphia of 5- to 11-year-olds in those days, only 22% of kids from underrepresented minorities were vaccinated. We would have liked to approach vaccine hesitancy differently to try and slowly move the needle.”&nbsp

Previously, Philly Counts, a town government initiative produced before the 2020 Census, had enlisted community people for this sort of role. “That’s been a core a part of our work, getting in reliable messengers to talk to their neighbors,” states Gabriela Raczka, Philly Counts public matters manager. “There’s lots of misinformation and distrust, but, whenever you hear something from somebody that looks and seems like you, it resonates differently.”&nbsp

They created a project plan that centered on engaging parents and caregivers as ambassadors. Additionally, it enlisted Konquered Healthcare to coach participants and lead focus groups that will permit the ambassadors to talk about the concerns they’d been hearing on the floor.&nbsp

“We were trying to produce a reliable group of neighbors, moms and fathers, buddies, church people,” states Kevin Ahmaad Jenkins, Konquered Chief executive officer along with a lecturer within the Department of Medical Ethics and Health Policy at Penn Medicine. “Sometimes altering the tide toward equity begins by deputizing those who live nearby.”&nbsp

Information distribution&nbsp

On April 18, 24 ambassadors formally started the work they do for VaxUpPhillyFamilies. They received an over-all COVID-19 training that dispelled myths concerning the vaccine, plus addressed common concerns and FAQs.

Additionally they received input in the Konquered team regarding how to distill scientific information into easy-to-grasp tidbits. “We were attempting to comprehend the discomfort points therefore we could reverse engineer the issue,” Jenkins states. “We wanted to assist them to know very well what works and just what doesn’t.”

Every week, ambassadors received a $50 stipend to accomplish a minimum of a couple of five engagement possibilities, which incorporated actions like posting on social networking five occasions each week or getting three separate conversations about getting children vaccinated. “We offered a number of actions to really make it really accessible,” Raczka states.&nbsp

A flyer called &quotCOVID-19 Vaccines are Safe for Children and Teens.&quot It continues, &quotHelp protect your child, your family, and others,&quot followed by two long boxes of text. One states, &quotGetting a COVID-19 vaccine can help protect children ages 5 years and older from getting COVID-19.&quot The other states, &quotPreparing children and teens for vaccination.&quot They both go on to give bulleted lists of information. At the bottom is a statement about the scientific work conducted before vaccine approval.
A flyer presented to VaxUpPhillyFamilies ambassadors they could hands to their community. (Image: Courtesy Philly Counts)&nbsp

A part of that entailed supplying sample social networking text, produced with a team brought by Annenberg Affiliate Professor of Communication Andy Tan. They drafted posts and messages, generated graphics, even collected tales in the ambassadors that grew to become area of the overall narrative, what Tan describes like a “bi-directional exchange of sources.”&nbsp

The concept was to help make the process as welcoming and seamless as you possibly can for those at each technology and luxury level, Lipman states. “The families that people engaged weren’t always convinced of the significance of getting their kids vaccinated in the start. They’d some hesitancy themselves. But, simply because they had already been through it of wrestling using the decision, they grew to become messengers who could easily connect with the worries of their neighbors.” Their 10-week commitment ended on June 13, and lots of are returning for another round.&nbsp

Calculating success

Tracing vaccination figures directly to this type of campaign is difficult—few places request or track why someone will get the COVID-19 vaccine—but Raczka states they’ve different ways to determine the prosperity of VaxUpPhillyFamilies. For instance, participants are extraordinarily attached to the program, having a 90% engagement rate, she states. “We did a mid-session and final evaluation, too, plus they all expressed feelings of fulfillment and gratitude for participating.”&nbsp

For that second phase of VaxUpPhillyFamilies, they intends to expand its training, updated using the latest science and public health guidance. Penn Medicine may lead an exercise about social determinants of health, and Tan, who runs Penn’s Health Communication &amp Equity Lab, works with participants on social networking distribution skills.&nbsp

“This isn’t the very first or last public health crisis,” Tan states. “Investing within this infrastructure of hyperlocal reliable messengers, who’re also committed to increasing the connection between their communities, goes a lengthy way toward ensuring there exists a resilient infrastructure to manage threats such as this later on.”&nbsp&nbsp

Heggs really wants to participate that effort and she or he intends to continue like a VaxUpPhillyFamilies ambassador. Though she almost always won’t reach out to everybody, she states it’s worthwhile for that moments when she does.&nbsp

Helaine Heggs is really a parent ambassador within the VaxUpPhillyFamilies program.

Kevin Ahmaad Jenkins is Chief executive officer of Konquered Healthcare Solutions along with a lecturer within the Department of Medical Ethics and Health Policy in the Perelman Med school at Penn.&nbsp

Terri Lipman is professor emerita and former assistant dean for community engagement in the School of Nursing at the College of Pennsylvania.

Gabriela Raczka may be the public matters manager at Philly Counts, a course of Philadelphia.&nbsp

Andy Tan is definitely an affiliate professor of communication in the Annenberg School for Communication and director from the Health Communication &amp Equity Lab at Penn.

Other VaxUpPhillyFamilies leaders include Louise Klusaritz, affiliate director from the Center for Community &amp Population Health and adjunct assistant professor within the Department of Family Medicine &amp Community Health in the Perelman Med school Rachel Feuerstein-Simon, research manager at Penn’s Center for Public Health Initiatives and Sophia Collins, clinical nurse project manager within the Children’s Hospital of Philadelphia Policy Lab.&nbsp

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