NHS - Engaging with Ethnic Communities
Getting under the skin of Cheshire & Merseyside’s residents
- Research & Insights
- Integrated campaign
Brief
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.
Challenge
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.
Using a variety of data sources, we developed a unique interactive mapping tool that provided us with an accurate geographic profile of the region’s ethnic communities.
With this in hand, community engagement followed to gain valuable insights into their attitudes and views of COVID-19 and the key barriers to vaccination. This quickly became our ‘Let’s Get Vaccinated’ campaign.
To bring the insights to life, we partnered with trusted representatives from different ethnic groups and used our interactive tool to launch a truly micro-targeted digital campaign. This enabled us to post relevant content in each area while ensuring it featured representatives from each individual community.
The
Solution
Results
7.7m
viewers
11%
increase in likelihood to take vaccination (68% to 79%)
1m+
impressions
