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Connecting Behavioral Science to COVID-19 Vaccine Demand

The UMass Worcester Prevention Research Center is focused on promote confidence and uptake of COVID-19 vaccines among youth and families in Worcester, Massachusetts. 

We have many partners in this work. This initiative is in support of the City of Worcester’s Office of Health and Human Services and the Worcester Division of Public Health’s vaccine equity initiative. We are working with many youth-serving agencies, such as the YMCA of Central MA, Girls Inc. of Worcester, Worcester Youth Center, the Regional Environmental Council, and the Boys & Girls Club of Worcester. We are also initiative partnerships with pediatricians, such as Quality Kids Kare, P.C. We welcome additional partners!

There are three components to this approach:

  1. Youth and families creating videos, memes, PSAs to share on social media and local TV;
  2. Navigating to vaccines, and;
  3. Collaborating with pediatricians and health care providers to provide vaccines to their patients.

Join the Worcester Youth Vaccine Ambassadors and the #PostVaxLife Campaign! Share this video and tell your friends YOUR reasons be being vaccinated, and encourage them to protect themselves with the vaccine!

#PostVaxLife Video

For more vidoes and memes, check out our YouTube Channel with videos and memes created by talented youth in Worcester, all working toward the shared goal of keeping ourselves, our families, our schools and our community healthy with the COVID-19 vaccine!

In partnership, we have created the Worcester COVID-19 Vaccine Fact Sheet that is available to all. It is available in:

This program will enhance the Massachusetts Department of Public Health’s ‘vaccine equity initiative’ that promotes COVID-19 vaccination in the 20 communities in Massachusetts experiencing greatest COVID-19 related disparities. In Worcester, MA, this initiative focuses on Latinx, African American and African communities, which have experienced the greatest burden of COVID-19 and have the lowest vaccination rates to date.

This 12-month project is led by UMass Worcester PRC’s co-directors Stephenie C. Lemon, PhD, Milagros C. Rosal, PhD, Deputy Director Amy Borg, coordinator Princilla Minkah.