Webinar | The promotion of COVID-19 vaccine uptake in young people: A community researcher and behavioural science approach
The promotion of COVID-19 vaccine uptake in young people: A community researcher and behavioural science approach
Tuesday 5th October from 13.00-14.30 online via Zoom
The success of the vaccination programme for COVID-19 depends not only on the efficacy of the vaccine but also on its uptake. City of Bradford Metropolitan District Council commissioned research to explore the barriers to vaccination uptake and to develop and evaluate messages to promote uptake with a focus on young people of Pakistani heritage.
We utilised the findings from the literature and theory, and the outcomes of two workshops (one with stakeholders and one with young people of Pakistani heritage) to develop four prototype messages for further testing. We trained three ‘Young COVID Ambassadors’ from Bradford to become community researchers. They undertook 73 audio-recorded semi-structured online interviews with other young people of Pakistani heritage from Bradford who had not yet been offered the vaccine. The interviews explored people’s understanding and experiences of COVID-19 and vaccinations, and their views and opinions about the four messages to promote uptake of the COVID-19 vaccine, including their likely effectiveness.
The project was successful in identifying the types of message content and imagery that would likely be most effective in helping persuade people who are more hesitant to get the vaccine when offered, as well preferred message source and mode of delivery. Additional findings identified a range of barriers and facilitators to vaccine uptake that could inform interventions.
This webinar will present further details about the research and the findings, as well as reflections from the community researchers, and how the findings have subsequently been used by City of Bradford Metropolitan District Council and partners across the district to inform their communications and strategy.