How CCLLC Uses Qualitative Research to Advance Health Equity

Across our blog series covering historic public health campaigns, we have shared practical ways in which qualitative research could strengthen public health messages.

Like these campaigns, CCLLC is committed to advancing health equity through the strategic use of qualitative research. Founded by Donna Oti, Ph.D. in 2022, CCLLC has focused on bridging gaps in public health by leveraging communication studies to develop effective, culturally competent interventions. Our approach focuses on how organizations can better serve diverse communities. Through qualitative research methodologies such as focus groups, in-depth interviews, literature reviews, and ethnographic studies, CCLLC provides actionable insights to improve organizational effectiveness and public health to advance health equity.

Addressing Vaccine Hesitancy

As the COVID-19 pandemic unfolded, vaccination hesitancy became a pressing concern, especially within marginalized communities. During the pandemic, our Health Equity Consultant Denise Johnson, MD, FACOG, FACHEserved as Physician General of the Commonwealth of Pennsylvania, where she observed firsthand how outstanding health organizations were not receiving the necessary support to meet the needs of their communities. Many organizations on the ground lacked the resources to reach these populations effectively. In response, CCLLC has partnered with key institutions to address this gap.

Collaborating with Wei Sun, the principal investigator in Howard University’s Bridging Gaps initiative, (https://hubridginggaps.org/), CCLLC conducted focus groups with Black or African American and Asian American adults. These groups provided invaluable insights into the reasons behind vaccine hesitancy, revealing a complex interplay of historical mistrust, cultural beliefs, and access to accurate information. These qualitative findings enabled the team to design targeted messages to address the concerns of these communities, aligning with the U.S. Food and Drug Administration's (FDA) priority to increase vaccine acceptance and protect public health.

Next, CCLLC designed and tested messages tailored to resonate with the communities they studied. By employing qualitative research methods, the team ensured that the messages were not only scientifically accurate but also culturally relevant. This nuanced approach proved to be a key factor in overcoming skepticism and fostering trust.

Consumer Protection: Skin Lightening and Public Health

Building on its successful work addressing vaccination hesitancy, CCLLC transitioned to another critical public health issue: the safe use of skin-lightening products. Black and African American women, in particular, have historically been exposed to advertisements that promise unrealistic and Euro-centric beauty standards. In collaboration with community leaders, the company conducted content analysis research on skin-lightening advertisements and partnered with organizations and community leaders to educate consumers about the risks of unregulated skin-lightening products. This work continues the company’s mission to protect vulnerable communities from health risks exacerbated by cultural and social pressures.

To further expand its impact, Communication and Culture, LLC founder Donna Oti, Ph.D. joined WE Public Health, LLC, a platform that brings together public health professionals to share insights and collaborate on pressing health challenges. Through this network, the company has been able to collaborate with like-minded organizations and professionals, gaining insight into challenges and opportunities for public health advocacy.

To learn more about what we do and stay up to date on our company, feel free to reach out to us and check out our website and social media accounts linked below: