Learning Objectives for this Presentation:
Learning Objectives: By the end of the presentation participants will be able to
1. recognize information older African Americans believe is important in making decisions about flu vaccination.
2. recognize words and concepts in influenza vaccination materials that are difficult for urban African Americans to understand.


Background:
Influenza vaccination can prevent serious illness, but is often underutilized, especially by minorities; explanations include a lack of understanding about the vaccine and concerns about vaccine safety.

Objectives:
Pre-test message materials designed to address safety and efficacy concerns about flu vaccine for urban African Americans aged 50 and above.

Methods:
Materials created based on formative research were tested using cognitive response testing (CRT) and in-depth interviews. In-depth interview participants were shown comprehensive messages on: benefits and risks of the shot, flu shot doesn't cause the flu, flu shot is safe, and the flu shot works. Participants were asked about their understanding, emotional and overall response to materials, and information to be included in condensed messages. CRT participants were asked about their understanding and emotional reactions to selected message excerpts.

Results:
Concepts such as killed/inactivated virus and antibodies were troublesome for participants. Many participants didn't understand the lag time between getting the shot and protection and how the flu shot works in the body. Many didn't consider the flu shot effective in preventing the flu and stated hygiene or general health practices, such as diet, as the best way to prevent influenza. Most didn't know who was at risk or who should or should not get the vaccine. Messages addressing issues related to participants, such as risk groups or taking the shot with medications, were identified as the most important information to include in materials.

Conclusions:
Findings can help create materials that are easy to comprehend and include the information important to this population.