Isabel Lee, Salem State University, Salem, MA (USA)

This presentation examines how ethnocultural community engagement programs by the Korean American Association of Greater Philadelphia enhanced vaccine confidence during COVID-19. By leveraging cultural collectivism and intergenerational participation, initiatives such as the Mask-Making Campaign and Korean National Holiday Celebration fostered trust and solidarity. Attendees will learn culturally sensitive strategies for public health communication and explore the role of community solidarity in overcoming vaccine hesitancy in minority populations.

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Presentation Description:

This poster presentation explores the pivotal role of ethnocultural community engagement in enhancing vaccine confidence within the Korean American community during the COVID-19 pandemic. It examines how community-driven initiatives led by the Korean American Association of Greater Philadelphia (KAAGP) addressed cultural and linguistic barriers while fostering solidarity, trust, and resilience in public health measures. The COVID-19 pandemic highlighted the importance of culturally relevant communication strategies in addressing vaccine hesitancy, particularly in minority communities. Within the Korean American community, collectivist cultural values, language preferences, and historical health disparities presented unique challenges. To overcome these barriers, KAAGP implemented a series of innovative community engagement programs that leveraged cultural identity, intergenerational connections, and community solidarity to promote vaccine confidence and public health measures. The presentation integrates theoretical perspectives on collectivism, social capital, and community engagement with practice innovations demonstrated through KAAGP's programs, such as the Mask-Making Campaign and the Korean National Holiday Celebration. These programs effectively utilized cultural relevance, intergenerational participation, and digital platforms to bridge gaps in vaccine confidence and public health communication. The Mask-Making Campaign was one of the most successful community initiatives, engaging over 350 participants across all age groups. This intergenerational program produced and distributed over 45,000 masks to local hospitals, nursing homes, fire stations, and police departments, fostering a sense of communal responsibility and solidarity. By reinforcing collectivist values inherent in Korean culture—emphasizing community well-being over individual needs—the campaign positively impacted vaccine confidence. The program's success was widely recognized, receiving media coverage as an outstanding example of Asian American community solidarity during the pandemic. Similarly, the Korean National Holiday Celebration maintained cultural continuity and social connection during periods of social distancing by transitioning to virtual gatherings. These events, attended by over 800 community members, celebrated traditional Korean holidays such as Korean Independence Day and Chu-Seok (equivalent to Thanksgiving Day in the U.S.). By leveraging cultural pride, identity, and unity, the virtual gatherings created a platform for disseminating vaccine information and promoting vaccine acceptance. The cultural relevance of these events helped build trust and credibility, crucial for overcoming vaccine hesitancy in minority communities. This presentation aims to demonstrate the effectiveness of ethnocultural community engagement in promoting vaccine confidence within minority populations. By examining the experiences of the Korean American community during the COVID-19 pandemic, it showcases how culturally relevant community programs can address vaccine hesitancy and foster trust in public health measures. Attendees will gain insights into the practical application of community engagement strategies that resonate with cultural values and social dynamics. It also explores the role of cultural collectivism, social capital, and solidarity in public health communication. By highlighting the impact of cultural identity and intergenerational connections, the presentation illustrates the power of solidarity in overcoming public health challenges. This presentation contributes to the IASWG symposium's theme of "Renewal and Change through Solidarity" by illustrating how group work within ethnocultural communities fosters social cohesion, trust, and resilience during public health crises.

References:

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