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Print article In Philadelphia, public health officials think block captains may be more effective than football stars in persuading people to get coronavirus vaccines. Researchers in the Navajo Nation anticipate that directives about the shots will have to be reworded to resonate with Native people. And in Atlanta, where a federally funded project has been working with community leaders to increase minority participation in clinical trials, physicians have a lesson to learn in how to talk to patients about vaccines. Memo to docs? More empathy. Less authority. These messaging strategies are aimed at winning over vaccine fence-sitters in much the way political campaigns target would-be voters. But in the life-or-death battle against the coronavirus, as much as 70% of the population must roll up their sleeves in the next few months to achieve herd immunity and stop the virus’s spread. And, unlike well-oiled political machines, public health officials say they are having to q

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