The mission of Visión y Compromiso’s (VyC) is hacia una vida digna y sana, which in Spanish means "toward a dignified and healthy life.” This Vaccine Uptake Grant Initiative grantee is helping Latina and Latino older adults achieve just that—by making it easier to get life-saving vaccinations against COVID-19 and the flu.

VyC’s past and current vaccination campaigns harness the power of the Promotora Model to reach California’s underresourced, medically underserved Latino older adults. At the heart of this model are Promotoras and Promotores—health advocates who are driving change through community relationships rooted in mutual trust, understanding, and respect.

Who are VyC Promotores?

Sharing the same language, ethnicity, and culture as residents, Promotoras serve as natural liaisons to Latino low-income populations to help them access health and social services. They build rapport with community members and become trusted messengers by actively listening and talking about their own lived experiences. In doing so, they break down barriers to health education and services that are common within native and immigrant populations. The VyC Network of Promotoras and Community Health Workers includes more than 4,000 Promotores in 13 regions of California and one region in Mexico.

The need for outreach is great, particularly when it comes to COVID. Latinos, who make up nearly 40% of the state population, have been disproportionately affected by the virus (i.e., cases, hospitalizations, and deaths) since the start of the pandemic. These disparities were even more prevalent in California.

Yet despite COVID’s toll, vaccination rates have lagged. In the first six months after vaccines became available, Latino and Black communities across the U.S. and in California and Los Angeles County were among the groups least likely to have completed their primary vaccine series. As of January 2023, rates of full vaccination among Latino and Black people in California were still lower than those of white and Asian groups.¹

What have VyC Promotores identified as barriers to vaccine access in Latino communities?

Rubén Ramírez, a Visión y Compromiso Program Coordinator for Northern California, said the language barrier is one obstacle to vaccine access for older adults in Latino communities. Other barriers include family disintegration, mental health struggles, lack of internet access, and no reliable transportation to and from vaccine sites.

Misinformation and distrust of the health care system and government also fuel vaccine hesitancy, even today. For example, the potential harmful effects of vaccines are a common concern. “Many people thought [the vaccine] was a way to make the adult population disappear,” Ramirez explained.

Undocumented people, in particular, worry that sensitive personal information collected during the vaccination process, like their Social Security number, will be shared with the government.

How do VyC Promotoras combat misinformation and promote vaccine acceptance?

With teams covering Northern, Central, and Southern California, Visión y Compromiso has a vast reach—and they’re highly proactive about educating older Latinos on the importance of vaccines.

The core message? Getting vaccinated against COVID is extremely effective in preventing severe illness, hospitalization, death, and long COVID—especially if you're age 65+ or immunocompromised. What’s more, all versions of the vaccine are shown to be safe, with minimal side effects.

VyC distributes Spanish-language vaccine information through its Facebook and Instagram pages, as well as webinars and virtual workshops. Promotoras also conduct education outreach efforts in the community. While interactions with residents are mostly positive, sometimes the message is not well-received. According to one Promotora, much of their work is about "knocking on doors when you have no idea what you will find on the other side, finding that sometimes they are not ready to hear what you have to say, [and] sharing information that one day will be exactly what they need to hear.”

The organization regularly holds COVID and flu vaccination clinics and actively promotes other clinics happening out in the community—whether they’re standalone or part of a larger health event. Promotoras’ campaigning efforts are intensive. They advertise clinics through information tables at various events, social media, radio ads, residential outreach, and other means.

“The way Promotoras promote vaccine clinics is by doing outreach education the week before the event,” explained Yoana Luna, Regional Program Manager for Inland Empire at VyC. “They tend to go door to door, canvas in shopping centers, and take flyers to local senior centers. The day of the event, we have Promotoras doing outreach beforehand around the community.”

VyC teams also tap into established relationships with county agencies, clinics, hospitals, and retirement homes to bolster clinic attendance and vaccine understanding. “When there is trust from authorities, there is more trust and acceptance from the people,” Ramirez said.

In addition to being a Vaccine Uptake Initiative grantee, VyC is part of the Coachella Valley Equity Collaborative (CVEC), a partnership of nonprofit organizations that strive to provide equitable access to COVID resources for residents. Since its inception, CVEC has provided 49,646 COVID vaccines and 2,357 doses of the flu vaccine.

Changing minds, one conversation at a time

After engaging with VyC Promotoras, older adults who were initially hesitant to receive a vaccine often have a fresh perspective—and a change of heart. Ramírez said many are appreciative that they can connect with someone in their native language. “They’re thankful we take the time to explain the vaccines and answer any questions they have, and that they are treated with respect and kindness,” he explained.

Shifting health attitudes and behaviors takes time. However, the work and advocacy of organizations like Visión y Compromiso continue to help move the needle in a positive direction. As of February 2023, the Latina and Latino share of COVID cases and hospitalizations in California had finally fallen below their percentage of the state population.1

Get more information

To learn more about Visión y Compromiso and stay up to date on vaccine clinics happening in California communities, visit VisionyCompromiso.org/events or follow them on Facebook or Instagram.

Get the latest information on COVID-19 vaccines and treatment by browsing NCOA’s COVID-19 for Older Adults resource library.

Sources

1. UCLA Latino Policy & Politics Institute. The Impact of COVID-19 on Latinos, 3 Years In: Trends in Health Outcomes and Vaccinations in the U.S., California, and Los Angeles County. Found on the internet at https://latino.ucla.edu/research/the-impact-of-covid-19-on-latinos/