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Introduction
A. P., V. C., & D. Y. (2020, August 19). The Health Equity Framework: A Science- and Justice-Based Model for Public Health Researchers and Practitioners - Amy Peterson, Vignetta Charles, David Yeung, Karin Coyle, 2020. Retrieved February 14, 2021, from https://journals.sagepub.com/doi/full/10.1177/1524839920950730​
ETR. (2020, August 19). ETR's Health Equity Framework. Retrieved February 14, 2021, from https://www.etr.org/about-us/health-equity-framework/ 
Holt-Lunstad, J., Smith, T. B., & Layton, J. B. (2010, July 27). Social Relationships and Mortality Risk: A Meta-analytic Review. Retrieved February 16, 2021, from https://journals.plos.org/plosmedicine/article?id=10.1371/journal.pmed.1000316​
Nguyen, S. (2020, December 31). 3-Day Research Sprint: How residents look for Covid-19 vaccine information [Policy Memo]. Los Angeles: US Digital Response. Retrieved February 14, 2021, from https://bit.ly/3tYdmzT 
Patton, G. C., Olsson, C. A., Skirbekk, V., Saffery, R., Wlodek, M. E., Azzopardi, P. S., . . . Sawyer, S. M. (2018, February 22). Adolescence and the next generation. Retrieved February 16, 2021, from https://www.nature.com/articles/nature25759​
Patterson, M. B., & Mellard, D. (2008, May). Contrasting Adult Literacy Learners With and Without Specific Learning Disabilities. Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3229155/​
Peterson, A., Charles, V., Yeung, D., & Coyle, K. (2020). The Health Equity Framework: A Science- and Justice-Based Model for Public Health Researchers and Practitioners. Health Promotion Practice, 152483992095073. doi:10.1177/1524839920950730
State of Pennsylvania. COVID Vaccines. Retrieved from https://www.health.pa.gov/topics/disease/coronavirus/Vaccine/Pages/Vaccine.aspx​
State of Hawaii. (2021, February 13). COVID-19 Vaccine. Retrieved from https://hawaiicovid19.com/vaccine/​
What We Know
Ardila, A., Bertolucci, P. H., Braga, L. W., Castro-Caldas, A., Judd, T., Kosmidis, M. H., . . . Rosselli, M. (2010, December 01). Illiteracy: The Neuropsychology of Cognition Without Reading. Retrieved from https://academic.oup.com/acn/article/25/8/689/4384 
Colter, A., & Summers, K. (2014). Eye Tracking with Unique Populations: Low Literacy Users. In J. Romano Bergstrom & A. J. Schall (Eds.), Eye Tracking in User Experience Design (pp. 331–346). Waltham, MA: Morgan Kaufmann Publishers/Elsevier
Nguyen, S. (2020, December 31). 3-Day Research Sprint: How residents look for Covid-19 vaccine information [Policy Memo]. Los Angeles: US Digital Response. Retrieved February 14, 2021, from https://bit.ly/3tYdmzT 
ODPHP. (2016, June 8). What We Know About Users with Limited Literacy Skills. Retrieved from https://health.gov/healthliteracyonline/what-we-know/section-1-1/​
Checklist
Amee. (2017, November 24). What is the Fold? The Crazy Egg Glossary. Retrieved from https://www.crazyegg.com/blog/glossary/what-is-the-fold/​
ETR. (2020, August 19). ETR's Health Equity Framework. Retrieved February 14, 2021, from https://www.etr.org/about-us/health-equity-framework/ 
Secretary, H. O., & Office of the Chief Information Officer (OCIO). (2021, January 21). Accessibility Compliance Checklists. Retrieved from https://www.hhs.gov/web/section-508/accessibility-checklists/index.html​
SF.gov. (2021, January). Get notified when it's your turn for the vaccine: San Francisco. Retrieved from https://sf.gov/get-notified-when-its-your-turn-vaccine/form​
ODPHP. (2016, June 8). What We Know About Users with Limited Literacy Skills. Retrieved from https://health.gov/healthliteracyonline/what-we-know/section-1-1/ 
Raskin, A., & Zahorian, I. (2021, February 10). When can I get vaccinated?: Resource Analysis (February 2021). Retrieved from https://docs.google.com/presentation/d/1_jAbQxtWglbvrxDWgvOapE_2PtHenM-LjwhQQmjcfLQ/present#slide=id.gbb0d6d51e7_0_174​
Rosenwald, M. (2020, December 26). 'A needle makes my blood run cold': Will the phobic get the coronavirus vaccine? Retrieved from https://www.washingtonpost.com/local/needles-fear-coronavirus-vaccine/2020/12/22/1c554500-408a-11eb-8db8-395dedaaa036_story.html​
Messaging Examples
ADC Council. (2021, February). Messaging that Resonates. Retrieved from https://adcouncilvaccinetoolkit.org/messaging​
Elderly and Aging Population
National Center for Immunization and Respiratory Diseases. (2018, January 25). Shingles Vaccination. Vaccines and Preventable Diseases. https://www.cdc.gov/vaccines/vpd/shingles/public/shingrix/index.html​
NCAPPS. (2021, January). Health Care Person-Centered Profile. Retrieved from https://ncapps.acl.gov/covid-19-resources.html​
Nelson Kakulla, B. (2020, January). 2020 Tech Trends of the 50+. AARP Research. https://www.aarp.org/research/topics/technology/info-2019/2020-technology-trends-older-americans.html 
Reed, N. S., Ferrante, L. E., & Oh, E. S. (2020). Addressing Hearing Loss to Improve Communication During the COVID-19 Pandemic. Journal of the American Geriatrics Society, 68(9), 1924–1926. https://doi.org/https://doi.org/10.1111/jgs.16674​
International Council on Active Aging. (2011). ICAA’s Guidelines for effective communication with older adults. http://www.changingthewayweage.com/Media-and-Marketers-support/guidelines.htm 
Wooten, K. G., Wortley, P. M., Singleton, J. A., & Euler, G. L. (2012). Perceptions matter: Beliefs about influenza vaccine and vaccination behavior among elderly white, black and Hispanic Americans. Vaccine, 30(48), 6927–6934. https://doi.org/10.1016/j.vaccine.2012.08.036​
Black and Brown Communities
Berkeley Media Studies Group. (2020, December 8). Communicating about the COVID-19 vaccines: Guidance and sample messages for public health practitioners. Berkeley Media Studies Group. http://www.bmsg.org/resources/publications/communicating-covid-19-vaccines-guidance-and-sample-messages-for-public-health-practitioners/ 
Despres, C. (2021, February 17). Bilingual Comic Strip Helps Latinos See Benefits of COVID-19 Vaccine. Salud America. https://salud-america.org/bilingual-comic-strips-covid-19-vaccines/ 
For U.S. Hispanics, speaking Spanish is the most important part of Hispanic identity across immigrant generations. (2020, September 23). Pew Research Center. https://www.pewresearch.org/wp-content/uploads/2020/09/FT_20.09.21_HispanicIdentity_3b.png​
Gonzalez-Barrera, A. (2020, September 24). The ways Hispanics describe their identity vary across immigrant generations. Pew Research Center. https://www.pewresearch.org/fact-tank/2020/09/24/the-ways-hispanics-describe-their-identity-vary-across-immigrant-generations/​
Hamel, L., Kirzinger, A., Lopes, L., Kearney, A., Sparks, G., & Brodie, M. (2021, January 27). KFF COVID-19 Vaccine Monitor: January 2021 - Vaccine Hesitancy. Kaiser Family Foundation. https://www.kff.org/report-section/kff-covid-19-vaccine-monitor-january-2021-vaccine-hesitancy/ 
Hudnut-Beumler, J., Po’e, E., & Barkin, S. (2016). The Use of Social Media for Health Promotion in Hispanic Populations: A Scoping Systematic Review. JMIR Public Health and Surveillance, 2(2), e32. https://doi.org/10.2196/publichealth.5579 
Hugo Lopez, M., Gonzalez-Barrera, A., & López, G. (2017, December 20). Latino Identity Declines Across Generations as Immigrant Ties Weaken. Pew Research Center’s Hispanic Trends Project. https://www.pewresearch.org/hispanic/2017/12/20/hispanic-identity-fades-across-generations-as-immigrant-connections-fall-away/​
Kearney, A., Lopes, L., & Brodie, M. (2021, January 14). Vaccine Hesitancy Among Hispanic Adults. Kaiser Family Foundation. https://www.kff.org/coronavirus-covid-19/poll-finding/vaccine-hesitancy-among-hispanic-adults/ 
McKenna, M. (2020, November 11). Winning Trust for a Vaccine Means Confronting Medical Racism. Wired. https://www.wired.com/story/winning-trust-for-a-vaccine-means-confronting-medical-racism/ 
Menasce Horowitz, J., Brown, A., & Cox, K. (2019, April 9). The role of race and ethnicity in Americans’ lives. Pew Research Center’s Social & Demographic Trends Project. https://www.pewresearch.org/social-trends/2019/04/09/the-role-of-race-and-ethnicity-in-americans-personal-lives/ 
Moran, M. B., Chatterjee, J. S., Frank, L. B., Murphy, S. T., Zhao, N., Chen, N., & Ball-Rokeach, S. (2017). Individual, Cultural and Structural Predictors of Vaccine Safety Confidence and Influenza Vaccination Among Hispanic Female Subgroups. Journal of Immigrant and Minority Health, 19(4), 790–800. https://doi.org/10.1007/s10903-016-0428-9 
Muvuka, B., Combs, R. M., Ayangeakaa, S. D., Ali, N. M., Wendel, M. L., & Jackson, T. (2020). Health Literacy in African-American Communities: Barriers and Strategies. HLRP: Health Literacy Research and Practice, 4(3), e138–e143. https://doi.org/10.3928/24748307-20200617-01
Nielson. (2021). Latinx Community. Diverse Intelligence Series. https://www.nielsen.com/us/en/about-us/community/latinx 
Schmid, P., Rauber, D., Betsch, C., Lidolt, G., & Denker, M.-L. (2017). Barriers of Influenza Vaccination Intention and Behavior – A Systematic Review of Influenza Vaccine Hesitancy, 2005 – 2016. PLOS ONE, 12(1), e0170550. https://doi.org/10.1371/journal.pone.0170550 
The National Museum of African American History and Culture. (n.d.). I Am A Person Committed To Equity. Talking About Race. Retrieved February 18, 2021, from https://nmaahc.si.edu/learn/talking-about-race/audiences/committed-equity 
The Permanente Medical Group. (n.d.). Protecting Yourself and Your Family during COVID 19. Retrieved February 15, 2021, from https://mydoctor.kaiserpermanente.org/ncal/video/protecting-yourself-and-your-family-from-covid-19-1722442  
The Permanente Medical Group. (n.d.). Staying Safe from COVID-19. My Doctor Online. Retrieved February 18, 2021, from https://mydoctor.kaiserpermanente.org/ncal/video/staying-safe-from-covid-19-1701986
Vaccine Central | National Resource Center for Refugees, Immigrants, and Migrants (NRC-RIM). (n.d.). Retrieved February 18, 2021, from https://nrcrim.umn.edu/vaccines/vaccine-central
Rural and Hard-to-Reach Communities
Centers for Disease Control. (2021, January 20). Rural Communities. COVID-19. https://www.cdc.gov/coronavirus/2019-ncov/need-extra-precautions/other-at-risk-populations/rural-communities.html 
Kirzinger, A., Muñana, C., & Brodie, M. (2021, January 7). Vaccine Hesitancy in Rural America. Kaiser Family Foundation. https://www.kff.org/coronavirus-covid-19/poll-finding/vaccine-hesitancy-in-rural-america/ 
Crisis Communication
CDC. (2018, January 23). Crisis & Emergency Risk Communication (CERC)|CDC. Retrieved from https://emergency.cdc.gov/cerc/index.asp​
Vaccine Hesitancy
MacDonald, N. E., & SAGE Working Group on Vaccine Hesitancy. (2015). Vaccine hesitancy: Definition, scope and determinants. Vaccine, 33(34), 4161–4164. https://doi.org/10.1016/j.vaccine.2015.04.036​
Rosselli, R., Martini, M., & Bragazzi, N. L. (2016). The old and the new: vaccine hesitancy in the era of the Web 2.0. Challenges and opportunities. Journal of Preventive Medicine and Hygiene, 57(1), E47-50.
SAGE Working Group. (2014). Report of the SAGE Working Group on Vaccine Hesitancy. World Health Organization. https://www.who.int/immunization/sage/meetings/2014/october/SAGE_working_group_revised_report_vaccine_hesitancy.pdf?ua=1 
Piltch-Loeb, R., & DiClemente, R. (2020). The Vaccine Uptake Continuum: Applying Social Science Theory to Shift Vaccine Hesitancy. Vaccines, 8(1), 76. https://doi.org/10.3390/vaccines8010076 
Thomson, A., Robinson, K., & Vallée-Tourangeaub, G. (2016). The 5As: A practical taxonomy for the determinants of vaccine uptake. Vaccine, 34(8), 1018–1024. https://doi.org/10.1016/j.vaccine.2015.11.065
Transcreation and Translation
Centers for Disease Control and Prevention. (2016). Everyday Words for Public Health Communication. https://www.cdc.gov/other/pdf/EverydayWordsForPublicHealthCommunication.pdf​
Health Literacy Tool Shed. (2021, February). https://healthliteracy.bu.edu/ 
Agency for Healthcare Research and Quality. (2019, November). Short Assessment of Health Literacy–Spanish and English (SAHL-S&E). Health Literacy Measurement Tools (Revised). https://www.ahrq.gov/health-literacy/research/tools/index.html#short​
Data Collection, Visualization, and Reporting
AMA. (2021, January). The role of data collection in the COVID-19 pandemic. Retrieved from https://www.ama-assn.org/delivering-care/health-equity/role-data-collection-covid-19-pandemic​
Bernard, S., & Zylla, E. (2020, November 6). Advances in States’ Reporting of COVID-19 Health Equity Data. Retrieved from https://www.shvs.org/advances-in-states-reporting-of-covid-19-health-equity-data/​
Acknowledgments
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Outline
Elderly and Aging Population
Black and Brown Communities
Rural and Hard-to-Reach Communities
Crisis Communication
Vaccine Hesitancy
Transcreation and Translation
Data Collection, Visualization, and Reporting