Learning Objectives for this Presentation:
By the end of the presentation participants will be able to…
1. Identify communication strategies for encouraging older African Americans to receive the flu vaccine.
2. Describe how to develop educational materials about the flu vaccine that promote trust between older African Americans and the medical system.



Background:
Approximately 36,000 Americans die from influenza every year, and most are 65 years of age and older. The CDC funded researchers to develop messages addressing the efficacy and safety of the flu vaccine for African Americans 50 and older. Researchers conducted formative research in local community settings to learn more about African Americans' concerns about the flu vaccine.


Setting:
Large Midwestern city.


Population:
Urban African Americans 50 and older.


Project Description:
Writers identified four barriers to receiving the flu vaccine from the formative research findings. Messages of varying comprehensiveness were developed to address each of these barriers, using different communication strategies and channels. The messages promote trust in the medical system by presenting both the benefits and the risks of the flu shot, encouraging people to make their own decision about getting a flu shot, and explaining key concepts carefully and completely. Throughout the message development process, many strategies were used to ensure that the messages were suitable for a low literacy audience.


Results/Lessons Learned:
Message pre-testing can reveal how well messages about the flu vaccine are understood by urban African Americans 50 and older. Messages developed for this population will be most effective if they take older African Americans' mistrust of the medical system into account so that key ideas about the flu vaccine aren't misconstrued. Messages should provide comprehensive information about the flu vaccine, but the information needs to be presented in an “easy to read” format so it's accessible to people with low literacy levels.