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Socio-behavioral aspects of sustainable public health vector control Symposium

Socio-behavioral aspects of sustainable public health vector control Symposium

299 - Let’s talk about ticks: The developing strategies for tick communication

Thursday, March 6, 2025
2:09 PM – 2:21 PM AST
Location: 208 B
Abstract: Lyme disease is the most common tick-borne disease in the U.S., yet prevention options remain limited despite decades of research. After a vaccine was withdrawn two decades ago due to low public acceptance and negative publicity, promising new Lyme disease vaccines are currently in development. However, given the history of the vaccine and rhetoric surrounding vaccination, little is known about how the public will respond to a new Lyme vaccine. To address this gap, we conducted formative research to understand perceptions toward a vaccine among residents of Pennsylvania, where Lyme disease is prevalent. Participants (N = 38) in seven focus groups between July-August 2024 discussed their knowledge and perceptions of Lyme disease, attitudes toward a new Lyme disease vaccine, and communication preferences. Then, using semantic network analysis, we mapped how people connected words and concepts during these discussions. Results revealed that the participant pool was very knowledgeable about many aspects of tick-borne diseases, such as the hosts (e.g., deer, dogs); possible treatments; and symptoms like joint pain, bullseye rashes, and meat allergies. They were familiar with some ticks, but not with the species that transmits Lyme disease pathogens. Protective behaviors were not immediately salient but emerged when prompted, including wearing long pants and long-sleeved shirts, tucking pants into socks, spraying clothes, and using permethrin. Many associated Lyme disease with “flu-like” symptoms, which linked the two diseases in people's minds. Before getting vaccinated, participants want to know how it works, whether it uses mRNA, and dosage requirements. Participants would hesitate to get the vaccine if the side effects include death or are as “bad” as the ones from the COVID-19 vaccine. These findings provide insights about how people process tick-borne disease information and will serve as a baseline understanding for the creation of a survey and future communication strategies.