When it comes to vaccine access, older adults in Dallas County face a host of barriers ranging from language differences to mobility issues. But according to Mark Edwards, Assistant Director of Social Services at Dallas County Health and Human Services (DCHHS), there’s one obstacle that’s proven to be especially challenging: "It's myths and misinformation—and overcoming fear,” he explained.

An NCOA Vaccine Uptake Initiative grantee, DCHHS is a key resource for more than 3,000 adults over age 60 in Dallas County. They rely on its 20 older adult centers across the region for support and services related to their health, nutrition, and social needs.

When COVID vaccines first became available, the DCHHS Older Adult Services Program was on the front lines of distribution in the community. Today, the agency continues to be a driving force in combating vaccine hesitancy and helping seniors make informed decisions about their health.

Why is misinformation about COVID vaccines still a problem?

While the COVID crisis has waned, vaccine hesitancy has had surprising staying power. The main culprit? A recent study from Columbia University points to anti-vaccine messaging that has snowballed across social media channels in recent years. Loaded with conspiracy theories and inaccuracies, this misinformation targets not just the COVID vaccines, but also flu, HPV, and childhood vaccines.1 Other factors fueling vaccine hesitancy include ongoing concerns about the novelty of the COVID vaccines and the political polarization that’s taken hold in the U.S.

Once falsehoods about vaccines take root, it’s difficult to undo them. Misinformation tends to mutate, feeding off fear and uncertainty. This helps keep it alive even as the pandemic recedes into our rearview mirror.

One of the key takeaways from the Columbia University study was that credible influences are vital to fighting vaccine misinformation. However, said Edwards, older people often do not have those voices in their lives. "[Older adults] tend to lack trusting relationships,” he explained. “They wonder, will the vaccine be harmful to their health? These unknowns are combined with so many conflicting messages on social media. Collectively, it builds up fear in our older adult population." 

How has DCHHS worked to combat misinformation within the older adult community?

The use of trusted messengers has been instrumental in helping the agency eliminate the myths surrounding vaccines. A case in point: its “Coffee With a Nurse” events that have been a big success. DCHHS deploys nurses to its many senior centers, where they may do a group presentation about the COVID and flu vaccines or set up an information table. “The nurse has a Keurig coffee machine and offers coffee, tea, and hot chocolate so that people feel welcome to come sit down with her and talk about their concerns,” Edwards said.   

DCHHS also offers vaccine-related training and education to its senior center managers, providing them with information and handouts to share with their participants. These managers strive to build good relationships with the nurses who visit as well as the people who attend their center regularly—and this rapport helps them be seen as a reliable source for information and guidance.  

Another powerful tool in DCHHS’ arsenal is the web. The agency is proactive about highlighting the importance of vaccination on its Facebook, Instagram, and LinkedIn pages. Their website has an extensive, bilingual library of resources on COVID and other infectious diseases as well as updates on local clinics and online vaccination appointment scheduling.  

How has DCHHS improved vaccine uptake in Dallas County?

To boost vaccine outreach in its communities, the DCHHS Immunizations Department has forged relationships with local sites that can host vaccination events. Throughout the Vaccine Uptake Initiative project period, 65 clinics were held across the County including “pop up” clinics at senior centers, community centers, and health fairs.  

A major factor in improving vaccine uptake in Dallas County, said Edwards, is serving older adults who have no way of getting to and from sites. He shared one strategy they’ve used: “We partner with a transportation group to secure a fleet of buses,” he said. “These buses provide people with free, scheduled rides to vaccine clinic sites, pharmacies, and their doctor’s office where they can get their shots.”  

This past September—when area COVID cases were spiking—DCHHS had its first-ever Dallas County Senior Vaccine Summit at The Senior Source in Dallas. Beyond distributing vaccines, this event aimed to educate and inspire. It featured senior center staff, health care providers, and other guest speakers who talked about vaccine hesitancy and dispelled some of the most common vaccine myths. Older adults who had been vaccinated shared their testimony with the audience.

Ultimately, more than 150 people showed up at the summit, thanks to promotion from senior center partners and a flurry of social media ads. An impressive 75% of attendees were vaccinated on site, each walking away with a complimentary Walmart gift card.

Edwards said the response to the event was overwhelmingly positive. “People left with a spirit of gratitude, because they felt we really cared,” he said. “Just giving them access was huge, since they would not ordinarily have an easy time going to get the vaccine.”

Doris Smith, 88, was one of the appreciative attendees, and didn’t hesitate to share her personal reasons for getting vaccinated. “I want to be there for my family," she told CBS News Texas. “One time I had the flu and pneumonia at the same time. I had gotten those shots and they helped me."

Successful community events like this have a way of going viral. “Many of our older adults share information with each other,” Edwards said. “They talk to one another after they get the vaccine. Word-of-mouth has helped our cause along with the efforts of DCHHS and its community partners. We’ve done a great job eliminating those myths within the population.”

What’s one thing Edwards wants older adults to take away from its campaigns? “The COVID vaccine is safe,” he said emphatically. “So is the flu vaccine. By being vaccinated, you can lessen any illness you experience. It can very easily keep you out of the hospital and save your life.” 

For more information

To learn more about communicable diseases, vaccines, and vaccination clinics in Dallas County, visit the DCHHS website or call them directly at 1-214-819-2000. You can also stay up to date by following them on Facebook, Instagram, and X.

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

Sources

1. Kai Ruggeri, et al. Behavioural interventions to reduce vaccine hesitancy driven by misinformation on social media. BMJ. Jan. 16, 2024. Found on the internet at https://www.bmj.com/content/384/bmj-2023-076542