For them, the half-hour Tyler Perry video that had been playing on repeat on a giant screen in the multipurpose room did not seemed to resonate.
Ms. Sandri, who is of Chinese descent, began to understand. “I’m Asian, but I’m not Japanese or Thai or Indian, and they are very different people,” she said. “Until we understand cultural sensitivities beyond the major skin color groups, we’re not going to be successful at reaching herd immunity levels with some of those subsets.”
She started planning to have her director of maintenance, an African immigrant who has been vaccinated, to talk to reluctant peers about his experience and their concerns, and to find leaders of local African churches who might be willing to do the same.
She also doubled down on what she believed was working best: listening to and addressing the concerns of her employees one by one — what she called a “time-intensive, conversation-intensive, case-by-case uphill climb.”
The key, she said, was to tailor her message to what would resonate most with each person.
“For analytical people, we provided data on number of cases, number of people in trials, percent of people who experience an immune response,” she said. “For relationship-based thinkers, we asked if they had any vulnerable friends or family members, and how having or not having the vaccine might impact the relationship.”
Still, as the date of the third vaccination event approached in early March, Ms. Proctor was tired — of the pandemic and the long loss of freedoms, but also of hearing every day at work about the importance of getting the shot. Ms. Sandri, whose office was just around the corner, stopped by frequently to chat and gently raise the benefits of being vaccinated.