# Overcoming Vaccine Hesitancy in Rural Northern New England for Adolescents and Adults

> **NIH NIH U54** · MAINEHEALTH · 2021 · $183,535

## Abstract

Vaccinating a significant portion of the American population with the COVID-19 vaccines is critical to achieve
herd immunity to end the pandemic. It was recently reported that 20% of rural residents will “definitely not” get
vaccinated. Hesitancy is higher among rural Americans for reasons including perceptions about COVID-19
risk, personal and/or religious reservations, distrust of science and government, and misinformation about
vaccinations. Across Vermont, Maine and New Hampshire, there is 25% less COVID-19 vaccination in our
predominantly rural communities compared with the limited, more densely populated cities and towns. There is
an immediate and compelling requirement to overcome vaccine hesitancy for two rural northern New England
target populations. Our adult population is 34% fully vaccinated (as of 4/16/21). The adolescent population (13
to 18 years old) is 10% vaccinated with the first dose; rapidly inoculating this younger cohort is necessary to
resume pre-pandemic in-school and structured extra-curricular life. We have a unique opportunity and
responsibility to address vaccine hesitancy for both cohorts by two complementary strategies that will leverage
the capabilities of the NNE-CTR. A community-engaged multidisciplinary approach, consistent with public
health objectives, practices, and policies, will immediately impact COVID-19 incidence and accelerate progress
toward mitigating the associated health, social and economic consequences. For the 13- to 18-year-old
group, we will pursue a parental-informed peer-based social media “influencer” intervention based in a
single rural Vermont county intended to increase recipient intention to get the COVID-19 vaccine
(Specific Aim 1). Our hypothesis is that electronic word-of-mouth communication utilizing information
dissemination through social media networks will promote peer persuasion to overcome vaccination
hesitancy. For the 25- to 65-year-old group, we will pursue a shared decision making intervention
(Specific Aim 2). Our hypothesis is that the shared and unique dimensions to communication between
patients and physicians impacts receptiveness to COVID-19 immunization and overcoming vaccine
hesitancy. To facilitate community engagement and maximize participation of rural northern New England
primary care practices, program leadership and NNE-CTR infrastructure of the will partner with experts at the
University of Vermont (UVM) and in the community. These include the UVM rural health communication
researchers and practitioners, the Vermont, New Hampshire and Maine departments of health, the Northern
New England Primary Care Practice-Based Research Network, the rural northern New England primary care
consortium, and the liaison organization with northern New England schools, Vermont Afterschool Inc.
Reducing rural inequities is a public health priority and the overarching commitment of this program. Our
approach is nimble and scalable to respond to public health policies and practice...

## Key facts

- **NIH application ID:** 10399699
- **Project number:** 3U54GM115516-05S1
- **Recipient organization:** MAINEHEALTH
- **Principal Investigator:** CLIFFORD JAMES ROSEN
- **Activity code:** U54 (R01, R21, SBIR, etc.)
- **Funding institute:** NIH
- **Fiscal year:** 2021
- **Award amount:** $183,535
- **Award type:** 3
- **Project period:** 2017-07-03 → 2022-08-04

## Primary source

NIH RePORTER: https://reporter.nih.gov/project-details/10399699

## Citation

> US National Institutes of Health, RePORTER application 10399699, Overcoming Vaccine Hesitancy in Rural Northern New England for Adolescents and Adults (3U54GM115516-05S1). Retrieved via AI Analytics 2026-05-25 from https://api.ai-analytics.org/grant/nih/10399699. Licensed CC0.

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