Culturally and linguistically appropriate vaccine education (CLAVE) for Indigenous communities: design and implementation study of a community-based approach to digital vaccine education in the Central Highlands of Guatemala

In Guatemala, childhood vaccination rates, particularly in Indigenous communities, are low due to inaccessible information and mistrust. Using a human-centered design (HCD) process with community partners, we developed CLAVE (Culturally and Linguistically Appropriate Vaccine Education), a video series on routine and human papillomavirus (HPV) immunization in Kaqchikel, K’iche’, and Spanish. Content was distributed via social media and through community health workers (CHWs). This study describes the instructional design process and assesses implementation feasibility through community-level measures of reach and engagement and acceptability among CHWs across 12 communities in the Central Highlands of Guatemala. To develop content, we applied an HCD framework and collected iterative feedback from communities through 16 CHW interviews and nine focus group discussions with 42 community members. We implemented CLAVE in 12 communities, with four communities randomly assigned in parallel to each arm: (1) a six-week, geographically targeted social media campaign promoting CLAVE videos; (2) the same social media campaign plus CLAVE videos and complementary digital infographic job aids provided to CHWs; and (3) a control arm with no exposure to CLAVE videos or the CHW intervention. Platform analytics were used to assess the reach and engagement potential on social media, and CHW survey data were used to assess acceptability of content among CHWs. The CLAVE campaign reached 486,594 unique social media platform users, with over 4.1 million impressions and a high overall engagement rate reflecting multiple user interactions with content. Spanish and Kaqchikel versions reached the largest audiences, while K’iche’ content generated proportionally higher engagement and viewing rates, suggesting stronger interaction among smaller language audiences. Vaccine acceptance was high across all CHWs. Amid a high baseline, the intervention was not associated with significant differences in CHWs’ perceptions of the efficacy or importance of routine childhood vaccination or HPV vaccination, nor with knowledge measures. However, CHWs receiving CLAVE content directly were more likely to strongly agree that the HPV vaccine is safe (p < 0.05). CHWs reported high perceived usefulness and frequent utilization of CLAVE content. This pilot suggests that geographically targeted paid social media distribution of community-engaged, multilingual vaccine education content can achieve broad exposure, and that pairing videos with job aids can support CHW vaccine education efforts. ClinicalTrials.gov, TRN: NCT06186206, Registration date: 05 January 2024.