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By Gabriel A. Benavidez, PhD

Hispanic and Latino populations represent a significant and growing demographic in the United States, including in rural communities. Despite the overall decline in rural populations from 2010 to 2020, the number of people identifying as Hispanic and Latino living in rural areas has grown by nearly a million people. This growing demographic of Hispanics/Latinos and rural populations presents unique challenges in combatting HPV cancers in rural areas.

Previous research by our team at Baylor University indicates that Hispanic/Latino adults were less likely than non-Hispanic White adults to be aware of HPV, recognize it as a sexually transmitted infection, understand its potential to cause cancer, and know that a vaccine is available. This is particularly troubling given the established link between increased knowledge about HPV and the initiation and completion of the vaccination series.

This same research from our team examined where individuals reported receiving the majority of medical information with options including family members, the internet, or medical/health professionals. We found that Hispanic/Latino respondents had the highest proportion of individuals reporting they received HPV-related medical information from family members, compared to non-Hispanic Black and White respondents. This highlights the strong cultural value of familism, which emphasizes family unity and values, and plays a key role in the sharing of health information within Hispanic/Latino families.

Combined with the traditional physical barriers to HPV vaccine access, such as lack of providers and other access points, in rural communities, Hispanic/Latino residents experience additional challenges due to cultural barriers. These factors may include language barriers, mistrust of health care systems, and limited health literacy, all of which can hinder understanding of the HPV vaccine's benefits and reduce uptake. As a result, these communities face greater difficulty in accessing and accepting preventive care, leading to disparities in HPV vaccination rates and at later stages disparities in the incidence and mortality from HPV cancers – predominantly cervical cancer.

Current efforts to increase HPV vaccination in rural areas are expanding through various innovative approaches. Pharmacies are being explored as alternative settings for HPV vaccination due to their wider population reach, convenience, and established infrastructure for vaccine delivery. Rural healthcare providers, including federally qualified health centers, rural health clinics, and local health departments, are leveraging the Vaccines for Children program to provide no-cost HPV vaccinations to eligible populations. School-located vaccination programs in rural areas are also proving effective in overcoming travel barriers.

While these efforts are promising, there is a critical need to develop culturally appropriate programs tailored to Hispanic/Latino populations in rural areas. Such programs should incorporate bilingual outreach, involving local leaders or health promoters to build trust, and addressing cultural misconceptions about HPV and vaccination. Partnerships with community-based organizations could help facilitate education and outreach efforts, while mobile clinics and culturally tailored health communication campaigns could increase accessibility and awareness. Culturally sensitive interventions are essential to ensure that Hispanic/Latino communities in rural areas can fully benefit from HPV vaccination efforts.

Gabriel A. Benavidez, PhD, is an epidemiologist and Assistant Professor in the Department of Public Health at Baylor University. His research focuses on identifying disparities in healthcare access, particularly in rural and minority populations. His work investigates how improving access to care across the cancer continuum—such as detection, treatment, and survivorship—can alleviate the cancer burden in socially disadvantaged communities."