Dataset from Using Health Communication to Increase COVID-19 Testing and Vaccination in Underserved Populations

Background: This study built on long-standing health communication research focused on reducing disparities. Low-income communities, racial and ethnic minorities, and other marginalized groups often live in environments where accurate health information is limited and misinformation is widespread. Many residents in these groups distrust medical, scientific, and government institutions, which creates barriers to COVID-19 testing and vaccination. This study applied proven strategies such as cultural framing, narrative approaches, and disparity-sensitive messaging to improve communication about COVID-19 testing among vulnerable groups.

Materials/Methods: The study used the existing 2-1-1 infrastructure, which connects callers seeking local health and social services. This system reaches a high proportion of low-income households, racial and ethnic minorities, and individuals with limited education. The study analyzed COVID-19 testing inquiries to identify common information gaps and concerns. Surveys and interviews were conducted with callers and phone operators to better understand beliefs, needs, and barriers related to testing. Using insights from this work, the study developed new testing messages and evaluated them through randomized A-B testing with callers. Message content was informed by community experiences and was shaped into clear, culturally aligned formats suitable for rapid delivery through 2-1-1 channels.

Outcome/Impact: The study identified the communication contexts that shape how underserved populations seek and understand COVID-19 testing information. The message strategies tested through the study improved intention to test and strengthened interest in receiving reliable guidance. Findings also showed that 2-1-1 was an effective channel for real-time testing of communication approaches among diverse vulnerable groups. The work provided public health leaders with practical guidance on how to craft messages that support testing uptake in communities exposed to misinformation and limited resources.