Feasibility and Acceptability of Spanish-language Facebook Group on Latino Parents’ COVID-19 Vaccine Beliefs: Case study of the Brigada Digital de Salud

Abstract

Abstract Background COVID-19 vaccine uptake among U.S. Latino adults has been slower than other groups, and younger Latino children continue to be underrepresented among vaccinated populations. Parental vaccine hesitancy has been an important barrier, often stemming from concerns about safety, effectiveness, side effects, and exposure to social media misinformation. The Brigada Digital de Salud was established in May 2021 to address misinformation by disseminating credible, science-based, and culturally-appropriate COVID-19 information in Spanish on social media platforms. Methods We conducted a 5-week randomized controlled trial in August-September, 2022 using two private Facebook groups (n = 55 intervention and n = 65 control) to test intervention feasibility and acceptability of COVID-19 vaccine promotion among Spanish-speaking Latino parents. Also of interest were the effects of Brigada Digital content on vaccine beliefs, intentions, and uptake. Intervention participants received daily COVID-19 prevention and vaccination posts with prompts for interaction. All study participants completed baseline and follow-up surveys. Participant engagement was assessed using Facebook analytics. Results Feedback from intervention participants regarding content, moderators, and group experience was positive. Participants agreed that posts were informative (4.3/5), trustworthy (4.2/4), and addressed their COVID-19 vaccine concerns (4.2/5). Participants also agreed that moderators were well-informed (4.3/5) and helpful (4.2/5), and they would recommend the group to a friend (4.4/5). Participants remained engaged in the group for the 5-week period, and had, on average, 36.4 post views, 10.6 post reactions, and 3 post comments per participant. Both intervention and control group participants reported greater COVID-19 vaccine-supportive beliefs for adults and children at follow-up; these beliefs increased more among intervention participants, though differences were not statistically significant. When asked about why parent participants had not yet vaccinated their children across all ages, reasons mirrored those reported nationally, with principal concerns being related to potential side effects, safety, and that the vaccine was developed too quickly Conclusions This intervention approach shows considerable promise for Latino parents in terms of feasibility, appeal, and appropriateness, and preliminary evidence suggest potential to improve parent COVID-19 vaccine beliefs for adults and children. This intervention approach and content should be further tested with groups of parents who express less supportive COVID-19 vaccine views or have unvaccinated children.