A Rural Community-Based Collaboration to Reduce COVID-19 Vaccine Hesitancy Using a Health Belief Model Framework

Abstract

Background: Rural communities experience increased barriers to vaccination and have limited resources to combat the COVID-19 pandemic compared with their urban counterparts. Community-based strategies to improve access, encourage uptake and compliance, and reduce COVID-19 vaccine hesitancy are essential to reduce disparities, illness, and death in rural populations. Objectives: The aim of our project was to develop a long-lasting partnership with a rural community health system in upstate New York to improve COVID-19 vaccine hesitancy. Methods: The collaboration designed, implemented, and evaluated culturally appropriate behavioral messaging mapped to the Health Belief Model. Lessons Learned: The community–university partnership was successful because of a bidirectional exchange of information, a strong foundation of trust, equitable involvement of all partners in all phases, and community empowerment and ownership of the process and the materials. Conclusions: This project highlighted the importance of collaborating with community partners to create unique, culturally appropriate materials for rural audiences.