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NHS South London launches campaign to dispel vaccine hesitancy

Gabby Fernie

NHS South London has teamed up with advertising agency, Mediareach on a campaign aimed at dispelling vaccine hesitancy amongst the BAME community. 

COVID-19 has wreaked the lives of many people over the past 12 months and the nation is rejoicing at the success of the vaccine.
 
However, there is still a tremendous level of hesitancy in parts of the community due to distrust. NHS South East London figures show that vaccine uptake has been low in the BAME community, particularly those from Black African and Black Caribbean communities.
 
The high-impact campaign will run for 13 weeks targeting the African Diaspora across six South East London boroughs: Southwark, Lambeth, Lewisham, Greenwich, Bexley and Bromley. It will not only encourage people to take up the vaccination but will direct them towards the NHS' microsite www.nhsvaccinefacts.com
 
The message will run through selective as well as some iconic OOH formats, local print titles, Spotify, a bespoke partnership with Colourful Radio, and complemented by Social, Display and PPC targeting.
 
"The campaign is structured in two bursts and is aimed at those who are hesitant and reluctant to take the vaccine" said CEO of Mediareach, Saad AL- Saraf. "We planned to target all age groups when designing this campaign, including those who have already been offered the jab and create positive anticipation for those yet to be offered it. Younger audiences can also have a positive influence on their hesitant parents and grandparents."
 
The campaign will run from 17 May to July 2021.