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Description: This session will provide an overview of the rapid ethnography study component of the SARS-CoV2 Vaccines Information Equity and Demand Creation Project (COVIED). It will present: findings from the study health center staff and patient interviews about the complexity of the information “ecosystem” surrounding the introduction of COVID-19 vaccines; the key “narratives” that emerged to people used to justify the avoidance of COVID-19 vaccines; targets and specific strategies for developing and delivering “counter-narratives” to undermine false or misleading narratives; and examples of how counter-narratives can be developed and used as a strategy of promoting COVID-19 vaccine with patients.
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