With Creative Fire, an Indigenous-owned consulting agency, and Vincent Design, an Indigenous-led creative marketing company, we worked together to better understand COVID-19 vaccine hesitancy drivers in Indigenous communities.
Our Medicine Path is an online engagement platform for learning, sharing, and understanding Indigenous perspectives and experiences with the COVID-19 vaccine and its rollout in Canada.
Users can access the tool by visiting a web address on their phone, tablet, or computer. They will explore misinformation narratives and drivers of vaccine hesitancy within Indigenous communities, as told through Indigenous voices. The game adopts a storytelling approach through which users receive helpful information about COVID-19 and vaccines from trusted Indigenous sources and are encouraged to share their own views and experiences.
Organizations, community groups, and other health champions who distribute the tool through their communications channels will have access to aggregate, non-identifiable insights about their audience, from gameplay data. Our hope is that these insights can be leveraged by community organizations in a way that informs their own health promotion activities, health service design, or other activities, as well as support prospective grant applications.
COVID-19 has had a disproportionately negative impact on Indigenous communities in Canada. There is inconsistent access to equity-based data that can inform effective solutions, and national health communications have traditionally not been tailored to the priorities of Indigenous community members. In partnership with Creative Fire and Vincent Design, in-depth interviews were conducted with Indigenous health care providers and community leaders to better-understand the drivers of COVID-19 vaccine hesitancy and design a digital tool that addressed the health information needs of Indigenous audiences, with visual representation of the culture through the depiction of people, animals, and nature.
While one tool cannot address the diversity and complexity between and within Indigenous communities, we hope this tool is a first step in the right direction towards listening, learning, and co-producing.
Our Medicine Path was co-created by Vincent Design, an Indigenous-led creative marketing company specializing in culturally relevant and respectful Indigenous design, with content guidance and input from Creative Fire, an Indigenous-owned communications and consulting firm. This project was funded by the Public Health Agency of Canada as part of their effort to address harmful vaccine misinformation narratives online.
We do not collect personally identifiable information (PII) on this website without a user’s consent. This means users are free to remain de-identified when they are learning with us on this platform. We do ask for opt-in demographics data to help us understand whether we're reaching our intended audience.
This project is funded by the Public Health Agency of Canada. The aggregate data summaries and learnings from this platform will be shared with the funder and other interested health organizations to inform future health services.
Our Medicine Path seeks to engage with Indigenous folks to reflect on attitudes towards COVID-19 vaccines, their safety, how they were distributed, and the discourse around their use. Some of the key insights we can aim to draw are:
- Total number of users engaging with the tool
- Likelihood of sharing information with their networks
- Vaccination status/ intent to vaccinate
- Attitudes about drivers of vaccine hesitancy
- Feedback about COVID vaccines
- Opt-in demographics (age, gender, equity deserving groups)
Get in touch!
If you anticipate this tool could benefit your community, and wish to learn more about how we can provide you with aggregate data insights for your specific audience, get in touch with us at email@example.com or firstname.lastname@example.org.
Digital Public Square would like to thank the Public Health Agency of Canada for their continued support in this work.