Using Cultural Variance Framework to Promote Vaccine Confidence among African Americans: A Qualitative Content Analysis of “We Can Do This” COVID-19 Vaccine Campaign

Abstract

The study examines ways the cultural variance framework (CVF) enhances vaccine confidence messaging among African American healthcare consumers concerning coronavirus. The main emphasis lies in the “We Can Do This” campaign, which employs CVF to develop tailored social media, advertising, and televised commercials to actively involve African Americans and advocate for the advantages of the coronavirus vaccine. This qualitative study seeks to fill a gap in health communication literature by investigating how CVF, as a sub-feature of audience-centered messaging, engages with African Americans, encouraging their active engagement in vaccine participation. The findings reveal that contextual specificity, cultural identity, and characteristic features of the CVF play a significant role in fostering vaccine confidence among African Americans using culturally tailored messaging. The study explicates conceptual implications for future interventions prioritizing African Americans regarding health disparities.