EXCITE project uses culturally relevant messaging to encourage vaccination

The EXCITE project emphasizes the importance of flu and COVID-19 immunizations to protect the health of loved ones. Chris Shogren, UCCE environmental horticulture advisor for Los Angeles County, got his vaccine.

For the third consecutive year, UC ANR is leading a critical vaccination campaign funded by the Extension Collaborative on Immunization Teaching and Engagement initiative. Amira R. Resnick, UC ANR's statewide director of community nutrition and health, is leading the EXCITE project, which is dedicated to addressing misinformation in California's most vulnerable communities.

This winter, she is focused on increasing vaccination rates among adults in disadvantaged populations, particularly farmworkers and individuals employed in janitorial and cleaning services throughout the Merced and Fresno regions.

The initiative emphasizes the importance of flu and COVID-19 immunizations, underscoring vaccination as a key measure for protecting health during the colder months. Communications are designed to resonate with these communities, using language and messaging that align with their values and concerns.

“Since family is a cornerstone for Latino culture, our main message will focus on keeping loved ones safe,” said Ricardo Vela, manager of UC ANR News & Information Outreach in Spanish, who is working with Resnick on EXCITE.

Recognizing the rich cultural diversity within these populations, the campaign will feature content in Mixteco, a Mexican Indigenous language, across various media platforms, including social media, streaming television and radio.

Many families in these communities are originally from Oaxaca, Mexico, and predominantly speak their native languages, with limited or no proficiency in Spanish. This culturally tailored approach ensures that vital health information is accessible to those who need it most.

The vaccination campaign is also in Spanish and in Mixteco, a Mexican Indigenous language. .

In addition to the external vaccination campaign, UC ANR has developed an internal initiative aimed at engaging its own professionals.

“Through this campaign, we are not only working to safeguard public health, but also encouraging UC ANR and Extension professionals to serve as role models in vaccine advocacy and health education within their own communities. Leadership starts with us,” said Resnick.

“Our objective is not just to reach diverse audiences, but to engage them meaningfully by using clear, inclusive and compassionate communication,”Resnick added.

Resnick is encouraging UC ANR colleagues to serve as role models in vaccine advocacy. Pam Kan-Rice points out her COVID vaccine and flu shot.

WSU creates EXCITE Toolkit

The Washington State University EXCITE team has enhanced their toolkit based on feedback. These updates aim to make the toolkit even more effective for Extension professionals.

Getting to the Heart and Mind of the Matter: A Toolkit to Build Confidence as a Trusted Messenger of Health Information was developed by the WSU EXCITE team: Erica W. Austin, Bruce William Austin, Paul David Bolls, Zena Marie Edwards, Shawn K. Domgaard, Di Mu, Nicole H. O'Donnel, Courtney Payne, Pamela Rose and Anya Sheftel.

This toolkit is designed to empower all Extension professionals to be confident, informed participants in vaccine and health education initiatives within their communities. Its focus isn't just on what to communicate, but more importantly, on how to communicate effectively with different audiences. Backed by research and grounded in theory, the multidisciplinary approach of this toolkit emphasizes the role of both emotion and reason in behavior change communication.

The 5th edition of the toolkit is now available for free download.

This updated version includes key additions, such as the integration of health equity, techniques for conducting motivational interviewing in group settings, applying science media literacy for real-time fact-checking, and showcasing effective outreach with a focus on social media strategies.

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