Targeted Messages for Different Demographics

 Race/Ethnicity

• COVID-19 vaccines have been studied in clinical trials with large and diverse groups of people of various ages, races and ethnicities.

• The vaccine development process is heavily regulated and transparent. For COVID-19, a diverse group of doctors and public health practitioners were assembled to ensure that the vaccine was safe and effective across racial groups.

• Focus on making decisions that are best for you and your family, following fact-based, trusted information about vaccine safety and efficacy, including links to trusted sources of information (e.g., CDC, WHO, academic institutions).

• Messaging from personal doctors and other health care providers are typically among the most trusted sources for Black/African Americans, e.g., Black/African Americans may also be more responsive to messaging from faith-based leaders.

• Messaging from medical experts and community health providers are the most trusted sources for Hispanic/Latinos. Hispanic/Latinos may also be more receptive to messages from their inner circle such as neighbors, their mayor, and people they follow on social media

Age

• COVID-19 vaccines have been studied in clinical trials with large and diverse groups of people, of various ages, races, and ethnicities.

• Older adults may be more motivated to reduce their own risk for severe illness or death.

• Young adults may be less concerned about their own health but more motivated to prevent transmitting the infection to older family members.

• There is no evidence suggesting that fertility problems are a side effect of any of the COVID-19 vaccines.1 People who are trying to become pregnant now or who plan to try in the future may receive the COVID-19 vaccine. (See ACOG’s practice advisory2 and CDC recommendations on vaccination of pregnant people.3

• You may encourage adults age 65 and older to receive an additional updated (bivalent) vaccine dose at least four month after their initial updated (bivalent) vaccine dose for additional protection.