Table 2.

Suggested health messaging focus and slogans generated through in-depth interviews and focus group discussions

Messaging focus	Community	Slogans from IDIs and FGDs
Financial aspects	Ethiopian/Eritrean	“It’s free health care, which is rare in America, that will save your life.” (IDI)
		“Protect your family. Protect your business. Vaccinate.” (IDI)
	Latinx	“I got my vaccine, and you, what are you waiting for? ITS FREE!” (¿Yo recibí mi vacuna, y tú que esperas? ¡ES GRATIS!)
Getting to the other side of the pandemic	African American	WINNING SLOGAN: “Vaccinate so we can celebrate!” (FGD)
		“We are on our way!” (FGD)
		“Vax to normal.” (FGD)
		“In this time of social isolation, take the vaccine so your life can change again.” (IDI)
		“This is the safeguard of our lives, our way of life.” (IDIs)
	Latinx	“Let’s get vaccinated so we could celebrate!” (¡Vacunémonos para poder celebrar!”) (IDIs)
		“To be able to get together again. Vaccinate.” (“Poder reunirnos nuevamente. vacúnate”) (FGD)
Science, information, and debunking myths	African American	“Science has come a long way.” (FGD)
		“If you’re unsure, ask a question.” (FGD)
		“Do your own research.” (FGD)
	Ethiopian/Eritrean	“We’re Christians but we can trust the science here. Get the vaccine.”
		“You won’t become a mutant if you get this shot. Here’s the science behind why…”(IDI)
	Latinx	“To be informed is to prevent.” (“Informarse es prevenir”) (IDI)
		"Being well informed is prevention." (“Estar bien informado es prevenirse.”) (IDI)
Social responsibility/altruism/solidarity	Ethiopian/Eritrean	Love they neighbor. Get the vaccine. (IDI)
		“I’m a mom and I got the vaccine so my kids could go back to school.” (FGD)
	Latinx	“Help your community, get vaccinated!” (¡Ayuda a tu comunidad, vacúnate!) (IDI)
		“I got my vaccine, did you?” (“¿Yo recibí mi vacuna, y tu?”) (IDI)
		WINNING SLOGAN: “Por mi salud y por tu salud, ¡vacúnate!” (“For my health and for your health, vaccinate!”) (IDI)