Over the past year, NCOA has been working with national partners and community-based organizations to help older adults and individuals with disabilities receive vaccinations nationwide. As of May 28, 2024, NCOA supported 180 grantees and 150 senior centers to complete over 425,000 vaccinations (to include supportive services such as transportation to a vaccine site).  Meals on Wheels America (MOWA) is one of our National Vaccine Initiative Partners. This work was made possible by a grant from the U.S. Administration for Community Living (ACL).

Facts about McDowell County

Nestled in the rugged coalfields of southern West Virginia, McDowell County was once the hub of a booming mining industry. When coal demand dropped and mines closed, the area’s economy suffered. This led to high unemployment rates and a shrinking population that today sits at roughly 19,000. McDowell is one of the poorest counties in the nation, with more than 33% residents living in poverty compared to 17.9% for all of West Virginia.¹

Widespread economic insecurity, along with a large population of adults age 65+ (23%) and people with disabilities (36%) 2, created challenges in vaccinating the county’s most vulnerable residents against COVID and the flu. But the McDowell County Commission on Aging (MCCOA)—a MOWA partner and grantee of the Vaccine Uptake Initiative—proved they were up to the task. With funding from ACL, the agency resolved to help as many at-risk adults as possible protect their health.

How did MCCOA conduct vaccine education and outreach in the community?

At the start of the vaccine program, MCCOA had to thoughtfully consider the unique and varied needs of the older adults they serve. This included their senior center participants and Meals on Wheels recipients, many of whom are homebound. The agency also had to determine how to reach older residents in the broader rural area.

MCCOA began by leaning into their role as a trusted community voice to provide educational outreach related to COVID and flu vaccines. According to Donald Reed, DrPH, the agency’s Executive Director, they recruited and trained 13 ambassadors to deliver vaccine content to residents across McDowell County.

Local people listen to local people best,” Reed explained. “Our ambassadors had over 130 conversations with seniors and caregivers about the importance of vaccination. We mapped the entire county and called over 3,000 homes, with a focus on homes with people over age 55.”

In addition to phoning residents, MCCOA ambassadors were on hand at faith-based venues, at community events, and in other culturally appropriate settings to reinforce the importance of staying up to date on COVID vaccines and boosters and seasonal flu shots. The agency also hosted five community and culture events to raise awareness about COVID and flu risks, combat vaccine misinformation, and connect community members to vaccination opportunities. Ambassadors helped schedule online vaccination appointments on behalf of people who needed assistance.

How did MCCOA promote their vaccination events to older adults?

Reed explained that a multi-channel communication strategy helped the agency spread awareness of their vaccination events far and wide. In addition to community ambassadors, they utilized the MCCOA newsletter and billboards posted within the senior center common areas to promote upcoming activities. “Simultaneously, we embraced technology by sending email updates and leveraging social media platforms to engage those who are digitally connected,” Reed said.

This comprehensive approach helped fuel a healthy turnout at the 31 vaccination clinics MCCOA held throughout its vaccine initiative. Clinics were set up at their Welch and Bradshaw senior center facilities, the McDowell County Health Department, and other sites in the community. Often, gift cards were provided as an incentive to people who got their shots. “All in all, a total of 501 vaccines were administered,” Reed said. “Most of our seniors were from the senior centers or surrounding areas, but the health department also offered in-home vaccinations to our homebound older adults.”

Vaccinating more than 500 people against life-threatening illness is a reward in itself. But MCCOA’s vaccine program also brought an unexpected bonus: It generated greater awareness of the various older adult services they offer and led to increased participation in traditional senior center activities.  

What are some best practices for other CBOs who want to replicate the success of this vaccine program?

To reach as many older adults and people with disabilities as they could, Reed and his team had to think creatively. “We partnered with two Jehovah's Witnesses who knew our county’s rural area,” he elaborated. “They knew how to map the county from their religious work. Of course, they kept that separate from this project, but they were able to efficiently identify and call our older adults. That skill set helped translate the latest information from the Centers for Disease Control and Prevention (CDC) to the Health Department, to the Commission on Aging and then to our seniors.”

Reed said that in addition, targeted education events were organized at their two senior centers. This included workshops and sessions designed to address the specific needs and interests of older adults and people with disabilities. This helped make the content more engaging and accessible. Reed explained: “These events served not only as a means of disseminating information, but also as platforms for direct interaction and feedback gathering.”

Lastly, MCCOA addressed transportation barriers by arranging convenient transportation options for people with mobility challenges. Being proactive helped ensure that physical limitations did not stop these older adults from taking part in project activities.

An inclusive approach matters

Reed noted that inclusivity was a fundamental part of MCCOA’s vaccination strategy: “We used a combination of traditional and modern communication methods, adapted materials for accessibility, fostered community partnerships, and addressed logistical barriers,” he explained. “By tailoring our outreach to the diverse needs of older adults and people with disabilities, we aimed to create an environment where everyone felt informed, engaged, and included in the project activities.”

Want to learn more about immunizations that are vital to aging well? Visit NCOA's Vaccines for Older Adults resource library.

Sources

1. United States Census Bureau. McDowell County, West Virginia. Found on the internet at https://data.census.gov/profile/McDowell_County,_West_Virginia?g=050XX00US54047

2. Appalachia Service Project. McDowell County, WV. Found on the internet at https://asphome.org/wp-content/uploads/2022/06/WVMcDowell.pdf