Increasing the Uptake of COVID-19 Vaccinations for Hard-to-Reach Communities

Over the years, ICE Creates has stood in the gap and activated ever-lasting change for good for the NHS, public health, hospital trusts and Integrated Care Boards. In 2020, HM Government commissioned ICE to work across the country via all faith groups to engage people in relational conversation about COVID-19 vaccinations.?

The Give Hope campaign was created to increase the uptake of Covid-19 vaccines among seldom-heard communities across the UK.?

Challenge:?

The Challenge was to address low vaccine uptake in marginalised communities. Research showed key population groups, including black and minority ethnic communities, had exhibited low vaccine uptake due to mistrust and safety concerns.???

Solution:??

The campaign focuses on empowering UK church leaders and goers with the knowledge, confidence, and tools necessary to promote vaccine acceptance among seldom-heard groups.?

Our goal was to close the gap on health inequalities by understanding and addressing the barriers to ensure every ethnic minority community had access to life-saving protection.??

In-depth interviews were conducted with the target audience and with church and community leaders. The insights gleaned from this research informed the development of a co-designed social marketing campaign. The approach included behaviourally led messaging, strategically targeted engagement through social media, influencer priming, and the creation of a suite of tools and techniques for church and community leaders.??

Results:?

The outcome during the first 6 months was:?

• More than 16,000 social media shares?

• Reached an estimated 350,000 viewers/listeners?
• More than 2.5 million views/reads?
• 17.4% increase in take-up of vaccine from targeted groups?

The campaign facilitated crucial roundtables and working groups with church leaders, government ministers, and NHS executives, providing a coordinated approach to reach BAME communities through churches.

We provided GIVE HOPE toolkits and resources to church leaders and community activists across the country, conducted pop-up vaccination centres in local churches, and trained over 1,000 church leaders.

Notable figures such as Nadhim Zahawi MP (Vaccine Minister), Lord Greenhalgh (Faith Minister), Dr. Bola Owolabi (Head of Health Inequalities at NHS), the Bishop of London, the Bishop of Dover, and Pastor Agu (National Leader, Redeemed Christian Church of God) have all contributed to this campaign.?

#YourNeighbour

#ClosingTheGap

#MakeBetterHappen