Increasing African American seniors' knowledge, positive attitudes, and intention to be vaccinated against influenza through a multimedia education program

Background: This study tested a multimedia education program designed to encourage influenza vaccination among African American seniors (65 and older), as they are significantly less likely to be vaccinated than are Caucasians. Methods: The multimedia program was developed using information gained through four waves of focus groups. Two versions of a 6-minute program that raised and refuted widespread myths about the flu and the flu shot were pilot tested among 150 African American seniors. Versions differed only in one sequence (gain frame vs. loss frame). Participants completed pre- and post-test interviews about flu-related knowledge attitudes, and intention to be vaccinated within the next year. Results: Participants mean age was 74.8 years (sd=7.1); 74% were female. Knowledge, individual risk perception and perceived vaccine efficacy increased significantly following the intervention, whereas fears of the vaccine decreased (all p<.01). Participants viewing the loss frame expressed less fear regarding vaccine content than those viewing the gain frame, although the groups did not differ at baseline; no other differences were seen between the versions. Before the intervention, 58% intended to get a flu shot within the next 12 months; intention increased to 72% after viewing the program (p<.001). Among the 62 participants not intending to get a flu shot prior to the intervention, after viewing the program 33% said they intended to be vaccinated within the next 12 months (p<.001). Discussion: A multimedia patient education program developed with community input can increase knowledge and positive attitudes toward influenza vaccination, and individual intention to be vaccinated.