BACKGROUND:
One component of our Racial and Ethnic Adult Disparities in Immunization Initiative (READII) in Rochester is a Community Action Plan implemented by a Community Advisory Board (CAB). Members include Community Based Organizations (CBOs), vaccine providers, primary care providers, a church coalition, and insurers.

OBJECTIVE:
To increase vaccination levels for African American (AA) seniors through existing CBOs, a focused communications campaign, and targeted outreach in churches and senior residences.

METHOD:
· Recognized AA leaders serve as spokespersons and co-chair the CAB
· CBOs: READII provided CBO staff training on adult vaccines (e.g.: Foster Grandparents), and materials (low literacy information, public clinic schedules.)
· Communications: Two campaigns (summer and fall), radio spots on AA stations, transit ads, news shows. Materials: Bilingual cards, brochures, church bulletins, clinic schedules.
· Churches: Outreach by trained peer educators, print material, speakers.
· Public clinics: Coordinated approach, increased outreach in AA senior housing, more public clinics in AA neighborhoods

RESULT:
· 13 CBOs sent 20 staff for immunization training; 20 CBOs conducted outreach
· Media: print stories, editorials, TV news (all stations), Radio news
· AA Churches: bulletin inserts, talk, clinics
· 28% increase in public clinics in AA neighborhoods

CONCLUSION:
Personal contact and trust are important factors in increasing AA senior vaccine rates. Widespread endorsement of adult vaccines by AA leaders and CBO workers has a synergistic effect on traditional outreach methods, will reinforce focused public information, and will support vaccine delivery in AA neighborhoods and institutions.

LEARNING OBJECTIVES:
1. Name three key members of a community coalition to address vaccine disparities
2. For each, list one strategy to increase minority vaccine rates