Building and Sustaining Flu Vaccine Acceptance and Trust in the Black Community through Partnerships with Churches, Salons, and Barbershops

Despite the benefits of flu vaccines, Black adults continue to experience lower vaccination rates in the United States. Contributing factors include lack of access to health care and trusted information about vaccines. The National Minority Quality Forum's Center for Sustainable Health Care Quality and Equity collaborated with church pastors, barbers, and hair stylists to disseminate a survey to their communities to assess barriers/facilitators to flu vaccine uptake. The population (n = 262) was mostly Black (93%), female (77%), between the age of 50-64 (39%) and vaccinated (73%). The most common reasons cited by respondents for being vaccinated were personal health, a habit of getting the shot, and a desire not to spread it to others. Among the unvaccinated (27%), the most common reasons for not vaccinating were lack of perceived need, concern the shot would make them sick, and that they do not normally get vaccinated. Vaccine knowledge and trust in health care providers' recommendations was higher amongst vaccinated individuals. Amongst the unvaccinated, trust was lower and there was a stronger belief that the vaccine would not prevent illness. Age was also associated with the likelihood of being vaccinated and greater vaccine knowledge and trust in provider recommendations. Unvaccinated individuals, particularly those under 54 years of age, did not hold strong distrust, attitudes were more neutral, and concern for others was moderate, suggesting an opportunity to target younger age groups. This study highlights the importance of trusted community messengers in conveying targeted messages on the safety and effectiveness of the flu vaccine.