In this webinar, Dr. Brian C. Castrucci President and Chief Executive Officer of the de Beaumont Foundation, presented new polling about vaccine confidence and Dr. Ayne Amjad, Commissioner and State Health Officer for West Virginia, and Dr. Costello, Assistant Professor of Pediatrics at West Virginia University School of Medicine, presented insights from their research and successful vaccine outreach campaign to rural communities in West Virginia. Dr. Lauren Smith, Chief Health Equity and Strategy Officer for CDC Foundation, moderated the conversation and an audience Q&A with Drs. Amjad and Costello.

1. CASE STUDY: SUCCESSFUL COVID-19
MESSAGING IN RURAL COMMUNITIES
APRIL 20, 2021
12:00-1:00 PM ET / 9:00-10:00 AM PT

2. Poll Questions
Which term best describes where you
work?
a. National governmental public health
organization
b. State health department
c. Local health department
d. Public health NGO (non-governmental
organization)
e. Health care facility
f. K-12 school or school system
g. University or higher education
h. Other
What is your most pressing
communications challenge?
a. Vaccine distribution
b. Vaccine confidence
c. Safety precautions (masks, distancing,
etc.)
d. Trust in public health
e. Message consistency (federal, state,
local)
f. Health literacy

3. Agenda
• New vaccine confidence polling from Dr. Brian C. Castrucci, President and Chief
Executive Officer of the de Beaumont Foundation
• Insights from COVID-19 messaging research from Dr. Lisa M. Costello, Assistant
Professor of Pediatrics West Virginia University School of Medicine
• Lessons from West Virginia’s COVID-19 communications campaign from Dr. Ayne
Amjad, Commissioner and State Health Officer for West Virginia
• Q&A facilitated by Dr. Lauren Smith, Chief Health Equity and Strategy Officer
for CDC Foundation

4. POLL: RURAL TRENDS AND J&J
debeaumont.org/changing-the-covid-conversation/JJ

5. Summary
• The Johnson & Johnson pause has not harmed vaccine confidence as
much as many people had expected.
• As more people are vaccinated, the divide between Republicans and
Democrats seems to be narrowing.
• While vaccine education efforts are showing results, there are still
concerning trends – particularly in rural areas and among women 18-39.
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6. April 15-16 poll conducted by Frank Luntz and the de Beaumont Foundation

7. April 15-16 poll conducted by Frank Luntz and the de Beaumont Foundation

8. April 15-16 poll conducted by Frank Luntz and the de Beaumont Foundation

9. • Safety monitoring is working and the government is prioritizing the
safety of Americans. The safety monitoring system for vaccines
identified the issue as soon as it arose, and this was shared with the
public transparently, showing a commitment to safety.
• As of today, fewer than 10 people -- of the 6.8 million who have
gotten the Johnson & Johnson vaccine to date -- have reported
serious blood clotting side effects.
• These events are extremely rare. The chance of being struck by
lightning is literally twice that of getting a blood clot from the J&J
COVID-19 vaccine.
• The risk of getting a serious blood clot from the J&J COVID-19
vaccine is less than of getting a blood clot from birth control
medication, from smoking, or for those hospitalized with COVID-19.

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12. debeaumont.org/changing-the-covid-conversation/JJ

14. Diamond in the Rough:
COVID-19 Vaccine in
West Virginia
Ayne Amjad, M.D, MPH
State Health Officer and Commissioner
Bureau for Public Health
West Virginia Department of Health and Human Resources
Public Health Communications Collaborative (PHCC) Webinar
April 20, 2021

15. COVID-19 Vaccine Priorities
Protect the Most Vulnerable
Protect
Reduce Deaths
Reduce
Reduce Hospitalizations
Reduce
Maintain Critical Services and Acute Care
Maintain

16. Joint Interagency Task Force (JIATF)
Led by a unified command structure between the West Virginia
Department of Health and Human Resources (DHHR), West
Virginia National Guard, and West Virginia University, under the
direction of Governor Jim Justice.
Established statewide laboratory networks to expand targeted
testing to areas with increasing or highest incidence rates of
COVID-19.

17. Long-Term Care Vaccination Prioritization
West Virginia was the first in the nation to complete vaccination
among staff and residents for all long-term care facilities, using
state partners to administer all vaccinations before the federal
pharmacy program was activated.
West Virginia has seen a significant decline in SARS-CoV-2
infections since completing vaccinations: an 81% decline among
staff, and 98% decline among residents.

18. Genomic Sequencing
DHHR has partnered with West Virginia University and Marshall
University to bring whole genomic sequencing for SAR-CoV-2 to
the state. This collaborative effort allows the state to conduct
active and passive surveillance for variants of concern.

19. Save Our Wisdom

20. Concept of Community Vaccination Clinics
 Wheel and Spoke model
 Expansion into larger scale clinics
 Able to be nimble and then re-engage when necessary

21. Contact
Ayne Amjad, MD, MPH
State Health Officer and Commissioner
Bureau for Public Health
West Virginia Department of Health and Human Resources
350 Capitol Street, Room 702
Charleston, WV 25301
304-558-2971
Ayne.Amjad@wv.gov
dhhr.wv.gov/bph

22. PUBLIC INTEREST COMMUNICATION RESEARCH LAB
Lisa M. Costello, MD, MPH West Virginia University Medicine
Elaine Darling, MPH Center for Rural Health Development / West
Virginia Immunization Network
Julia Daisy Fraustino, PhD West Virginia University PICLab
Holli Nelson, Maj., MA West Virginia National Guard
Daniel Totzkay, PhD West Virginia PICLab
COVID-19 Vaccines
Data-driven Communication in
West Virginia
April 20,2021

23. WEST VIRGINIA
• Population approx. 1.8m
• 55 counties – mostly rural
• Often ranks among lowest U.S. health
• State with highest share of adults at
risk of serious COVID-19 illness (KFF,
April 2020)
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24. JOINT INFORMATION CENTER (JIC)
• Work is in partnership with WV JIC, a division of the WV Joint Interagency
Task Force (JIATF) for COVID-19 Vaccines
• JIC members:
• WV Governor's Office,
• WV Department of Health and Human Resources,
• WV National Guard,
• WV Dept. of Commerce,
• The Center for Rural Health Development
• Need to establish partnerships for coordinated communication
• Need to understand audiences, develop evidence-based messages
Analysis and evaluation work is funded through a grant
from the CDC and administered by the WV Department
of Health and Human Resources. Conclusions do not
necessarily represent the views of the funder.
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• WV Local Health Association,
• WVU Health Sciences Center,
• WVU PIC Research Lab,
• FEMA
• Others

25. OUR APPROACH IN WV
To understand risk/health beliefs, perceptions, attitudes, behaviors
• Mixed-methods social science:
• Quantitative inquiry
• Statewide surveys, particular population surveys, message/appeal testing experiments
• Qualitative inquiry
• Focus groups, in-depth interviews, intercept interviews, direct observation, social sentiment analysis
• Continuous, adaptive data collection across all phases, based on
behavior change theory and resources from CDC and others
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26. PARTNERSHIPS
• WV Statewide Communication Work Group
• e.g., WV Advisory Commission on African American Disparities | WV AARP | WV Board of Pharmacy | WV Center for
Rural Health Development | WV Chamber of Commerce | WV Department of Education | WV Department of Health
and Human Resources | WV Faith Community Leaders | WV Health Care Association | WV Higher Education Policy
Commission | WV Hospital Association WV Local Health Association | WV National Guard | WV Nurses Association
WV Primary Care Association | WV State Medical Association | WVU Extension
• Medical Advisory Board
• Digital Relativity
• Translate insights into tailored and targeted messaging, strategy, tactics
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27. THIS GIVES US:
• Understanding of unique social/cultural beliefs and lived
experiences to co-create messages that
• resonate with audiences’ self-interests
• are delivered through the channels they prefer
• are presented by messengers they find credible and trustworthy
• advance health equity
• Culturally responsive language and verbal/visual inclusivity
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28. MESSAGING IN WV
• Enhance confidence in vaccine development process
• emphasize safety, efficacy/effectiveness
• Showcase motivating benefits
• e.g., to protect self, family, community, economy, to “live life”
• Remove barriers or perceived barriers
• e.g., cost, access
• Underscore hope, optimism, trust, and confidence
• especially from relatable, local, trusted experts and opinion leaders
Word Choice Example: We strive not to use the word
“mass” to describe vaccination settings. Instead, we hold
community vaccination clinics or events. This choice
respects the negative cognitive associations of “mass” as a
modifier in many other contexts.
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29. MESSAGING CONSIDERATIONS FOR BLACK &
AFRICAN AMERICAN WEST VIRGINIANS
• Acknowledge questions, caution rooted in historical realities
• Sensitivity to perceived threats to freedom and choice
• Realize feelings of myriad pressures
• Trust in faith and family
• Trust in local people and people “like me” sharing their stories
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30. MESSAGING CONSIDERATIONS FOR
SPANISH-SPEAKING WEST VIRGINIANS
• Use mainstream media, use but do not trust Facebook
• Trust CDC and top medical experts
• Trust science, faith, family, pharmacists
• Seek fact-based information from fluent Spanish-speaking
community members and Spanish language documents
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31. IMPLEMENTATION SUCH AS:
• Vaccinate.wv.gov
• Centralized registration and notification system
• West Virginia COVID-19 Vaccine Info Line
• (1-833-734-0965)
• Key messages platform
• Early, regularly updated Communication Toolkit
• Disseminated through 300+ community partners
• FAQs (tailored and targeted)
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• Social Presskit
• Customizable billboards
• State/Pandemic Leadership Town Halls
• e.g., with faith-based leaders
• Local ambassador vaccine journey videos
• Other tailored collateral
• e.g., DCR, LTCF, ASL, Spanish-speaking
• Ongoing needs assessment for marginalized
communities

32. A FEW EXAMPLES OF DATA-DRIVEN
COMMUNICATION IN WV…
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35. 35

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37. 37

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40. 40
Prints on Avery 5293

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42. PARTNERSHIPS, TRUST, RELATIONSHIPS
(THE WEST VIRGINIA WAY)
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43. Lisa M. Costello, MD, MPH
lmcostello@hsc.wvu.edu
@LisaCostelloWV

44. Q&A

45. Q&A Submissions
• Submit questions to ALL PANELISTS via the chat function.
• Please include your affiliation in your question submission.
• If your question is selected, we will unmute you so you can ask
your question.

46. Dr. Ayne Amjad
Commissioner and State Health
Officer for West Virginia
Dr. Lisa M. Costello
Assistant Professor of Pediatrics
West Virginia University School
of Medicine
Dr. Lauren Smith
Chief Health Equity and Strategy
Officer for CDC Foundation

47. Poll Question
What types of communications resources from PHCC would be most useful and
valuable? Please select all that apply.
a. Infographics/one-pagers
b. Social media graphics/messages
c. Customizable graphics
d. Op-ed templates
e. Advocacy messaging tools
f. Messaging research
g. Tough Q&A content
h. Misinformation alerts
i. Newsletter content/templates

48. Thank you
Find more resources at
www.publichealthcollaborative.org
Contact us at
info@publichealthcollaborative.org
Follow us on Twitter @PH_Comms
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