As COVID-19 vaccines became widely available in 2021, many communities faced challenges in accessing accurate information and overcoming vaccine hesitancy. In Oregon’s Latino communities, logistical barriers, lack of culturally relevant materials, and skepticism toward government-branded information limited vaccination uptake. Additionally, some community members lacked experience with vaccination, and many families did not have a central hub for reliable health information.
To address these challenges, the Oregon State University Extension Service provided outreach to improve confidence in COVID-19 vaccines among the state’s Latino population through its EXCITE project. EXCITE stands for Extension Collaboration on Immunization Teaching and Engagement, a national partnership of the Centers for Disease Control and Prevention and the Extension Foundation, a non-profit partner of cooperative Extension that has a long-term goal to strengthen immunization education.
In 2021, OSU Extension received two EXCITE grants totaling about $225,000 to coordinate statewide educational efforts and to focus specifically in Benton, Lincoln, Linn, Hood River and Wasco counties.
The OSU EXCITE program implemented a wide range of outreach activities designed to foster trust and provide accessible, culturally relevant vaccine education. These efforts included:
- Town halls that facilitated open conversations where community members asked questions and voiced concerns about vaccinations.
- Collaboration with the Mexican Consulate and other partners to provide educational resources and vaccination opportunities at fairs and demonstration events.
- Spread credible, easy-to-understand information through digital platforms to reach a broader audience.
OSU Extension also tailored its messaging by involving trusted community members — such as well-known leaders and community health workers — and emphasizing the importance of protecting family health. Messages focused on themes like caring for elders, helping youths return to school and maintaining employment, which resonated strongly with the target audience.
The EXCITE initiative’s efforts led to measurable improvements in vaccine confidence and understanding among participants. Findings from community assessments and evaluation data showed:
- Support for COVID-19 vaccines rose from 76% pre-event to 84% post-event.
- The percentage of participants planning to get vaccinated (either a first dose or a booster) increased from 17% to 26%.
- The percentage of participants who did not plan to get vaccinated dropped from 6% to 3%.
- After attending workshops, 69% of participants reported that they had learned more about COVID-19 vaccines and had most or all their questions answered.
Additionally, the initiative’s focus on culturally centered vaccine promotion and intergenerational communication helped foster more meaningful discussions within families. By recognizing the family unit as a key decision-making entity, the program successfully engaged entire households in conversations about vaccination.
Based on the program’s findings and outcomes, OSU Extension developed several key recommendations to enhance future vaccination efforts:
- Use advocacy groups, community leaders, and health workers to deliver important information.
- Highlight the importance of protecting elders, supporting youths, and maintaining employment as motivations for vaccination.
- Provide clear information on how vaccines are tested and proven safe to address concerns.
- Include food incentives and plan for children’s participation at events and during data collection.
- Ensure all voices are heard during community conversations.
The EXCITE initiative’s community-driven approach made significant strides in bridging knowledge gaps and fostering vaccine confidence. By emphasizing culturally sensitive communication and inclusive outreach strategies, OSU Extension strengthened public health education and supported immunization efforts across the state. As the project concluded in 2023, the lessons and successes from this initiative provided a foundation for future health promotion efforts in Oregon’s diverse communities.
