COVID-19 Stories
Connecting Communities through Trusted Messengers

When COVID-19 vaccines became readily available, there was an abundance of confusing and misleading information circulating about the vaccine. The Minnesota Department of Health (MDH)’s Cultural, Faith, and Disability Communities (CFD) Branch quickly recognized the need to share essential, fact-based, and culturally relevant information about the COVID-19 vaccine with Minnesota’s diverse communities. In response, the CFD Branch created the Vaccine Ambassador Program, which uses the "trusted messenger" model to deliver accurate vaccine information to communities.

The cultivation of the program

By establishing a collaborative relationship with trusted local figures, the program has been able to bridge the scientific realm with communities through the trusted messenger model. At the start of the program, the Vaccine Ambassadors consisted of community liaisons from the CFD branch and representatives from contracted community organizations. Through the Vaccine Ambassador Program, MDH meets with these trusted messengers from the community (known as Vaccine Ambassadors) to share accurate information and answer questions they may have about COVID-19 resources or information in a nonjudgmental environment. Vaccine Ambassadors then share information with the community in ways that are culturally tailored and relevant. The communities reached by ambassadors are disproportionately impacted by health inequities and the effects of COVID-19. Ambassadors are trained on the basics of the vaccine and routinely updated on the rapidly changing information, such as eligibility and booster information.

"It was really beautiful how it came together because of the many people who were invested in supporting their communities" said Mattie Laidlaw, who previously led the Vaccine Ambassador program and now serves as a community engagement systems planner in the MDH Center for Health Equity.

The initial Vaccine Ambassador training consists of a Vaccine 101 PowerPoint session with Lynn Bahta, an immunization clinical consultant at MDH. Then during regular Vaccine Ambassador meetings, Bahta shares key messages and updates that participants take back to their communities, fostering trust and promoting better health outcomes." Bahta shared that she was able to use her own life experience to help guide her in developing messages that are transparent and easy to understand for her audiences. "There’s an advocacy that comes from the heart and I don’t know how else to explain it," Bahta said.

Connecting through communities

Through the trusted messenger model, COVID-19 information has been shared using a culturally considerate lens with ambassadors who are from the communities that were hardest hit by the pandemic. One factor that enabled this program to make such an impact was consistently honoring the autonomy of individuals to make informed decisions about their health. This approach helped create a comfortable and noncoercive environment. "Thank you for all that you have done to engage us in Basecamp and all the meetings you have involved us in thus far. You have done a wonderful job of information sharing and follow-up!" Shared a Vaccine Ambassador. The implementation of a community organized style approach started to address the mistrust and trauma that the health care field has inflicted on historically underserved communities. "We had a priority to bring focused communities to light as a part of the action plan, communities that were disproportionately impacted" shared Mary Xiong, MDH Vaccine Outreach Director.

Onward aspirations

Through the Vaccine Ambassador Program, we can see the importance of community-driven efforts and leaning on trusted leaders within diverse communities to carry critical health messages. Though requests for COVID-19 presentations have slowed down, the program continues to focus on fostering relationships with the communities that are disproportionately impacted by COVID-19. As the pandemic ends and the situation with COVID-19 evolves, the program remains ready to adapt to meet any new challenges. The program model is one that MDH will continue to utilize when engaging with communities moving forward in creating meaningful connections. For example, the CFD Collaborative is still using community liaisons as well as the International Health partnerships with local diverse media organizations such as Somali Tv and Hmong Today.