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Primary Submission Category: Health equity

Lessons from Co-Developing a Culturally- and Linguistically-Tailored Health Information Campaign for Asian American Communities in New York City

Authors:  Jennifer Wong, Lan N. Ðoàn, Simona Kwon, Anita Gundanna, Vanessa Leung, Lily Shen, Nhien Le, Stella Yi,

Presenting Author: Jennifer A. Wong*

Background

Language access and culturally tailored health information are critical components of timely and effective public health communication. At the start of the COVID-19 pandemic, a lack of in-language health information disseminated through community-preferred channels – such as religious institutions and local organizations – exacerbated existing linguistic, cultural, and economic challenges across communities of color, including among the rapidly growing and diverse Asian American population, thereby increasing infection risks and outcomes.

 

Methods

The NYU Center for the Study of Asian American Health collaborated closely with the Coalition for Asian American Children and Families and a network of community-based organizations (CBOs) to co-create a culturally and linguistically relevant health information campaign aimed at encouraging vaccine acceptance and increasing access to immunization services for limited English-speaking Asian Americans in New York City. CBO partners played a central role in informing resource development including drafting content, materials design, community review, pilot testing, and dissemination, to directly respond to local community needs.

 

Results

The campaign produced plain-language materials transcreated into 11 Asian languages, including a frequently-asked-questions infographic, glossary terms palm-card, and 15- and 30-second public-service-announcement videos. Materials were disseminated through the CBO network and via virtual and print ethnic media channels and platforms, reaching 1.6m views and 2m impressions across a 4-week period.

 

Conclusions

Utilizing participatory, community-centered approaches to develop content and leveraging existing trusted social networks ensures that messages are responsive to community concerns. This successful model may be applied to future public health emergencies to ensure communities receive needed information, prevention messaging, and interventions in real-time to improve health outcomes.