Leveraging Social Networks and Trusted Community Influencers to disseminate an accurate and up-to-date understanding of COVID-19 in Black, Latinx and American Indian Communities

At a Glance

The overarching goal of this project was to disseminate accurate and up-to-date information on COVID-19 to Black, Latinx and Native American communities in Wisconsin through trusted community influencers. The project team, including a media specialist and community influencers, created and shared over 400 accurate and accessible posts with the Black, Latinx, and Native American communities in Wisconsin. Additionally, social media connections were made with 14 additional community networks between the three target communities.

The Challenge

Initial news reports of the COVID-19 pandemic indicated that Black and Latinx populations were disproportionately affected. Given reports of morbidity associated with underlying diabetes, it was likely that other historically marginalized groups like Native Americans faced similar outcomes. Previous research revealed that campaigns misrepresenting the risk of acquiring COVID-19 were directed toward communities of color. These misinformation campaigns minimized the long-term consequences of the disease and increased distrust for government institutions, health care entities and science in general. As a result, there was a need to facilitate communication of culturally appropriate, medically accurate and accessible information to marginalized communities in Wisconsin.

Project Goals

The overarching goal of this project was to disseminate accurate and up-to-date information on COVID-19 to Black, Latinx and Native American communities in Wisconsin through trusted community influencers and community partners. This goal was addressed through three specific aims:

1. Create and organize a forum for collaborative teams of university scientists, a media specialist and community influencers to translate scientific findings into lay language.
2. Create content for social media and print materials.
3. Disseminate COVID-19 information products by (1) providing weekly COVID-19 updates in each of the three communities; and (2) connect content to 18 additional social/community networks over the course of one year

Results

This project made significant progress toward its goal. Between May and August of 2020, a core team was hired consisting of a media specialist, George Levy, and community influencers (later known as advocates) including Venus Washington, Sacheen Lawrence, Ashley Benitez, Lizbeth Solórzano and volunteers from the Latino Health Council of Dane County. This team met on a weekly basis to explore the topics that were more relevant for the communities, develop content that addressed the needs of the communities, consult with medical and research experts on the most recent scientific findings and translate those findings  into lay language for dissemination. Through this process, the project team evaluated different strategies and adapted content and approaches to maximize the reach of the content. By the end of the project, 404 unique informational tools were created and disseminated in 470 posts which garnered 131,000 impressions and over 8,000 engagements.

To increase the reach of its content, the project developed partnerships and collaborations with community organizations. The involvement of these organizations varied, but included: providing input on community needs, sharing content, or co-developing content with advocates and partners. At the conclusion of this grant, 14 social connections were developed across the three communities. Connections were made with Badger Rock Neighborhood Center, The Foundation for Black Women’s Wellness, Women in Focus Inc. and Heymiss Progress. The Oneida Nation Facebook Page, Oneida Casino and CommChat Private Group of Oneida Members were engaged within the Native American community. Communication networks also were established with Project Recovery, Latino Chamber of Commerce, Council for Children and Families, La Movida, Consulado de México and Voces de la Frontera.