With data showing the disproportionate impact COVID-19 was having on Black, Asian and minority ethnic communities, it was our job to discover the most effective and authentic way of connecting with them.
At a time when emotions were high, we had to gain access to different ethnic groups and build trust with them to increase uptake in the COVID-19 vaccination.
However, it wasn’t going to be enough to use old reports and findings of the region’s ethnic communities. Nor was guessing why they were hesitant to get the vaccine going to a true representation of their worries or concerns.
Plus, we needed to identify the most deprived populations as they were reporting the lowest levels of vaccine take-up – as this would enable us to strategically weight our digital campaign to these core areas.