Summary

This research found that Spanish-preferring adults possess a high baseline understanding of how vaccines work and relatively low concern about risks. Participants placed a high value on community wellbeing and felt a strong sense of collective responsibility to prevent the spread of disease. Individualistic thinking about health was present but was balanced with more collective, communal perspectives on health. Spanish-speaking participants responded positively to straightforward explanations of the value of childhood vaccination to public health. The main recommendation emerging from this research is that to maintain vaccine confidence with this audience segment, public-facing communications should use the widely held value of shared responsibility for community health, framing childhood vaccination as a societal response to the community’s need to be safe and healthy.

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