SARS-CoV2 Vaccines Information Equity and Demand Creation Project (COVIED)

Information Equity ensures that relevant and understandable scientific evidence on COVID-19 and SARS- CoV2 vaccines is equally accessible in every community.

GHC3 and its partners (project team, including Emory and Johns Hopkins University, and a variety of other groups) have implemented a systematic approach to provide interpretable, context- and culture-specific accurate and trusted information about the vaccines to package and deliver this information to susceptible populations at risk for COVID and demonstrating vaccine hesitancy as a means to substantively reduce the disproportionate impact of COVID illness and death associated with this pandemic.

We will implement a multi-stage iterative process to develop and broadly disseminate tailored messaging. While we sequence these activities below, we recognize how quickly the environment is changing and thus the program includes an iterative process so that messaging is relevant and responds to the dynamic environment. The five-stage iterative process includes:


1. Building a Base of Information using active and passive sentiment analysis methodologies and tools driving

 the selection of communities and topics for rapid formative ethnography.


2. Rapid Formative Ethnography to identify populations at risk and understand the principal concerns, beliefs and

 intentions about COVID immunization and to consider how to reach each with effective, resonating and

 informative messaging.


3. Through community engagement, translating ethnographic data into a process of developing Context-Specific

 Messages as well as exploring optimal messengers and ways to deliver messages working with a variety of

 diverse and representative communities.


4. Widespread Message Dissemination through community-based organizations and a variety of other networks, while utilizing an array of communication channels, media and partners.


5. Refine and repeat the above steps so that in a dynamic environment, messaging stays relevant and valued over the course of the immunization program.

The SARS-CoV2 Vaccines Information Equity and Demand Creation Project (COVIED) is supported by the Centers for Disease Control and Prevention of the U.S. Department of Health and Human Services (HHS) through a sub-award to the Task Force for Global Health totaling $3.5 million.  The contents are those of the author(s) and do not necessarily represent the official views of, nor an endorsement, by CDC/HHS, or the U.S. Government.

Interim Findings

GHC3 maintains primary oversight responsibility for COVIED project implementation. Dr. Robert Breiman, Emory University faculty and Chief Science Officer for GHC3 serves as Program Director and Principal Investigator, and Dr Walt Orenstein, Emory University, Dr. Daniel Salmon, Johns Hopkins University, and Dr. James Lavery, Emory University serve as Co-Principal Investigators.