IMC Appendix
Understanding the Target Population
Individuals with disabilities (IWD) experience specific barriers to healthcare information and services, and public health communication needs to be inclusive. The CDC reports that 27% of adults in the United States have a disability, such as mobility, cognitive, visual, or hearing impairment (National Center on Birth Defects and Developmental Disabilities (NCBDDD), 2024). In Mississippi, where health disparities are pronounced, equal vaccine communication must be ensured. Without accessible information, people with disabilities are vulnerable to misinformation, vaccine hesitancy, and decreased immunization: IMC Appendix.
Challenges and Barriers
There are access barriers preventing IWD from receiving information on vaccines. These are communication barriers, like the absence of American Sign Language (ASL) interpreters, captioned content, and braille content. Individuals with cognitive disabilities may find it challenging to read complex medical terminology, which is hard to comprehend, as noted by Schniedewind et al. (2020).
There is physical accessibility since individuals with mobility disabilities may find it hard to reach the vaccination sites. Moreover, previous experiences of medical discrimination are responsible for healthcare mistrust, which also discourages vaccine acceptance.
Strategies for Effective Communication
For communication to be effective, vaccine communication on the platforms has to be accessible, inclusive, and culturally responsive. This can be achieved by developing plain-language vaccine documents with images and braille for visually impaired people. Videos and public service announcements (PSAs) should have ASL interpretation and closed captions for deaf and hard-of-hearing populations.
Another critical response is community outreach. Disseminating accessible vaccine information should collaborate with disability rights groups such as the Mississippi Coalition for Citizens with Disabilities. Vaccine clinics that are sensory-friendly for people with autism or sensory processing disorders enable them to receive their vaccinations in an understanding environment. Access to accessible transportation providers can assist people with mobility disabilities in coordinating to get to vaccination locations.
Moreover, social marketing channels should also be adjusted in accordance with this goal. Vaccines should be supported by social media that has text-to-speech functionality, alt text descriptions for graphics, and chatbot functionality for messages via the chat. In the case of telehealth services, there are possible virtual Q&A sessions that healthcare workers can hold with individuals with disabilities at home. The effect of all these measures is to eliminate the barriers and ensure equal access to health care.
Importance of Cultural Competence in Public Health Communication
Cultural competence ensures respect, inclusiveness and accessibility to public health communication for all groups of the population. De Koning et al.’s (2024) study shows that inclusive health campaigns improve vaccination coverage and trust in healthcare systems. Equally, providing various formats of communication helps in applying universal design principles and ensures equal access to healthcare information. Because of these, IWD’s inability to address these needs continues to perpetuate health inequities and low uptake of vaccination.
Equipping Stakeholders for Effective Communication
Disability inclusive communication should be trained to public health officials and healthcare providers. Person-first language, American Sign Language interpretation, and closed captioning of video content need to be emphasized in training. Vaccination locations need to be physically accessible with wheelchair accessibility and mobility impairment accommodation. Vaccine hesitancy can be addressed through empathy by providing information in plain, simple language that is individualized to a person’s communication needs.
Through the use of these strategies, the IMC social marketing campaign will allow individuals with disabilities to make vaccine-decision choices using correct information. By putting emphasis on accessibility, inclusivity, and cultural competency, the campaign will promote health equity and help ensure that everyone, regardless of disability status, is given the tools necessary to protect their health.
References
De Koning, R., Utrilla, M. G., Spanaus, E., Moore, M., & Lomazzi, M. (2024). Strategies used to improve vaccine uptake among healthcare providers: A systematic review. Vaccine X, 19, 100519. https://doi.org/10.1016/j.jvacx.2024.100519
National Center on Birth Defects and Developmental Disabilities (NCBDDD). (2024, July 15). Disability impacts all of us infographic. CDC – Disability and Health. https://www.cdc.gov/disability-and-health/articles-documents/disability-impacts-all-of-us-infographic.html
Schniedewind, E., Lindsay, R., & Snow, S. (2020). Ask and ye shall not receive: Interpreter-related access barriers reported by deaf users of American Sign Language. Disability and Health Journal, 13(4), 100932. https://doi.org/10.1016/j.dhjo.2020.100932
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