Increasing COVID-19 vaccine uptake through motivational interviewing-informed tailored digital intervention: Study protocol

Background: Marginalized communities have been disproportionately impacted by COVID-19. In Michigan as of 2024, while 59% of Hispanic people, 46% of African American people, and 56% of White people received at least one dose of vaccine, only 8% of African American and 8% of Hispanic residents report being up-to-date, per CDC definition, compared to 13% of White residents. The goals of the project were to increase vaccine uptake through the implementation and evaluation of a tailored behavioral intervention. Methods: This group-tailored digital intervention investigates the effect of an SMS-based health education program on vaccine intent in African American and Latino/Hispanic individuals. Recruited in-person and digitally throughout Michigan, 1327 participants were randomized into two arms, and then stratified into four audience segment groups based on vaccine readiness. The primary aim of the study is to increase uptake of the COVID-19 vaccine following receipt of the tailored text messages. Participants were evaluated pre- and post-intervention for intent to vaccinate, perceptions of barriers to vaccination, attitudes towards the vaccine, and knowledge of common vaccine misinformation. Discussion: This study will inform future literature in addressing vaccine hesitancy for racial and ethnic populations, the use of motivational interviewing-based interventions, and digital health interventions in general.