NHS Confederation | Addressing vaccine hesitancy in different ethnic communities
In 2020, COVID-19 vaccination data for Cheshire and Merseyside showed a lot of vaccine hesitancy, especially among ethnic minority groups.
Cheshire and Merseyside Health and Care Partnership used insight gained from a four-stage programme to understand the impact that COVID 19 was having on ethnic minority communities, and work with the different communities to understand the causes of the hesitancy. This programme of work, which entailed partnership working between multiple agencies as well as with the various communities, led to a significant increase in vaccine uptake in just four months.
Key benefits and outcomes
- Increased vaccination uptake in ethnic minority communities from 0.66 per cent in February 2021 to 38.35 per cent in May 2021.
- Valuable insight gained into how COVID-19-related messages are perceived and acted on by different communities, which has been shared nationally.
- Working closely with different partners helped to quickly build trust.
- The campaign successfully influenced a long-standing cultural shift in NHS communication and engagement with ethnic minority groups.
Takeaway tips
- The campaign’s strong and authentic public health messaging made it easier to utilise the skills of a variety of people across teams and communities to reach the right people.
- Using each teams’ knowledge and expertise within their own areas and communities really helped to reach the intended audience and enable the huge behavioural shift.
- The campaign’s use of real people from within hesitant communities to deliver the vaccine messages was important in engendering trust. It wouldn’t have been as effective if celebrities or politicians were brought in to do the work.
- Instead of expecting people to go to health centres to get their vaccine, the vaccine was delivered in more accessible places, where the communities lived and worked.
The full details of the case study are available from NHS Confederation