Developing counter-narratives to address COVID-19 misinformation among 18–24 year olds in community and campus settings

During the COVID-19 pandemic, young adults represented one of the groups with the highest number of COVID-19 infections but experienced less severe symptoms and lower rates of mortality. The Georgia Peers for Equity Against COVID-19 and for Health (Georgia PEACH) was developed to address COVID-19 vaccine hesitancy among African American/Black and Latinx young adults (18-25) on college campuses and in the community. Existing community relationships and partnerships were leveraged to quickly engage young adults (Peer Champions) to develop counter-narratives to address mis/disinformation in their communities, using a community engaged approach. These counter-narratives were then used in community engagement activities and health communication messages on college campuses and in the community to increase vaccine confidence among their peers. The Peer Champions were able to reach 350 young adults through these strategies.