“I’d just love to hear what the community has to say”: Exploring the potential of community-driven vaccine messaging amongst ethnic minority communities

Community-based communication interventions improve health outcomes and foster positive behavioral changes across diverse populations. However, their potential to support vaccine readiness remains underexplored. This paper addresses this gap by investigating the opinions and preferences of ethnic minority community members who attended a health information session regarding community-delivered vaccine messaging. The study explored the perceptions and willingness to engage in community-led communication efforts about vaccination, focusing on COVID-19 booster vaccines. In-depth interviews were conducted between November and December 2023 with individuals from ethnic minority communities in Central Eastern Sydney who attended an information session about COVID-19 boosters. Four key themes emerged from speaking to this specific group, highlighting diverse communication preferences and intentions. Participants emphasized obtaining vaccine-related knowledge from various sources, particularly through interpersonal discussions. Trusted voices like general practitioners (GPs) and targeted media campaigns were deemed to be crucial. Recommendations included leveraging community champions and establishing a central body for efficient vaccination campaign management in multicultural communities. Personal engagement through community discussions was stressed, with inclusive spaces recommended in various settings. Effective strategies include transparent communication, credible health professional endorsement, and addressing concerns with balanced responses. The findings accentuate the potential effectiveness of grassroots, community-centric initiatives in promoting informed vaccine messaging, countering misinformation, and engaging communities in meaningful health dialogs. Further research on tailored communication and strategic partnerships could enhance this initiative and promote sustained health literacy within ethnic minority communities.