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Purpose The purpose of this article is to analyze the common vaccine equity practices expressed by United States (US) governors in their COVID-19 press conferences—with a specific focus on equitable vaccine distribution and overcoming vaccine hesitancy—in order to provide an understanding of gubernatorial cultural competency during the vaccine administration phase of the pandemic. Design/methodology/approach This article employs a qualitative content analysis of the COVID-19 press conferences held by US governors from November 1, 2020, to August 14, 2021, to inductively identify themes in socially equitable and culturally competent vaccine administration strategies and rhetoric. Findings The article finds that common strategies aimed at providing equitable access to vaccines and combating vaccine hesitancy in communities of color include utilizing data to target communities where vaccines are needed, meeting people where they are at by working with community leaders and organizations, addressing language concerns, educating skeptics and appealing to communitarian and familial values. The findings also show that US governors tended to embrace a general prioritization lens rather than focusing on the unique needs of communities of color, with scant attention paid to the historical instances of public health discrimination that have influenced vaccine hesitancy within such communities. Originality/value This article provides an understanding of the equitable and culturally competent messages and strategies conveyed by sub-national leaders during the vaccination phase of the COVID-19 pandemic.
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