# Black Pastors as Change Agents Promoting COVID-19 Vaccination in South Carolina: Application of Diffusion of Innovations Theory

## TL;DR

This study explores how Black pastors in South Carolina used their influence to promote COVID-19 vaccination in their communities.

## Contribution

The study applies diffusion of innovations theory to identify specific roles Black pastors play in reducing vaccine hesitancy.

## Key findings

- Seven key themes were identified in how Black pastors approached vaccine promotion.
- Pastors emphasized the importance of interpersonal communication and ongoing support.
- Collaboration with healthcare providers is suggested to increase awareness of annual boosters.

## Abstract

During the COVID-19 pandemic, many minority communities tried different strategies to increase their members’ vaccination rates. This study uses diffusion of innovations theory [1] with a focus on “the sequence of change agent roles” to explore Black pastors’ approach to COVID-19 vaccine hesitancy. Ten semi-structured interviews gauged how Black pastors understood their role in increasing vaccine use in their communities. Seven themes emerged from analysis: creating awareness of change; establishing a connection; seeking to understand; encouraging the new behavior; leveraging the power of interpersonal communication; maintaining support; and providing future assistance. Results im-ply that by continuing to work with healthcare providers, Black pastors can help to in-crease awareness about annual COVID-19 boosters among their church members and in surrounding communities.