Table 4 Example of a ‘What We Heard’ document in the latter stage of the community engagement process with the Toronto CAG for recommendations to the PHU (details regarding each recommendation added to clarify recommendations)
Recommendation idea | What we heard |
|---|---|
Use windows of opportunity to start conversations • Use March 11, 2023 (3rd anniversary of pandemic) to launch a new campaign about what we have learned about COVID and the vaccines | • Not sure if people will be receptive to a rebranding campaign • The word “anniversary” implies celebration: COVID is not something to celebrate |
Empower trusted sources • Make sure people are aware of their important role in affecting the COVID-19 vaccination decisions that their patients, congregation, family, friends, and peers make | • It’s true that faith leaders have a lot of influence • Reach leaders through the higher-ups in the church system (the top dogs) Strategically choose churches for campaigns • Include Black health professionals and experts |
Roll with resistance • Empower (through offers to support training) trusted sources to draw from the principles of motivational communication to keep the door open by “rolling with resistance” where the goals are to avoid defensiveness and encourage people see different perspectives | • This one is great • The non-judgmental piece is important • Respect people's right to make their own decisions |
Clarify key information • Acknowledge that the messaging around COVID has been mixed/unclear, and clarify that it is less about how many doses you had and more about having a dose recently, so that your body is ready to fight COVID | • Good information, can accompany with visuals • Great use of language to explain things in a new way (immune system part) • Need to clarify what different variants mean |
Use stories alongside statistics • Identify examples from within communities where people have changed their minds about the vaccine to amplify; stories from local community leaders, community ambassadors and relatable “regular people” | • Use videos, audio, people learn differently • In-person also very important e.g., wellness clinics • Could be playing on the screen at wellness clinics etc., people will watch while they’re waiting around |