‘Flu is a nasty infection for most – but can be a killer for some.

The stakes are definitely high.  So why is ‘flu vaccine uptake poor in some key groups that really need the protection?

Pulling together what we’ve learned from running many ‘flu and wider vaccination campaigns with a recent evidence review, this article spotlights the key barriers, as well as what works in persuading key groups to get their jab booked in.

 

Who are the groups with the lowest ‘flu vaccination rates?

Data ranges from year to year across the NHS, but recently groups with low vaccination rates (ie lower than the national target) included:  healthcare professionals, young infants, primary school children and people with long-term health conditions (such as liver disease or diabetes.)

Coupled with this, in some areas, there can be high levels of distrust and low uptake levels in traveller/gypsy communities and some ethnic minority groups.  

 

What are the barriers to vaccination uptake?

Different barriers can exist for different higher risk groups. Some of these can include:

• the effect of ‘flu myths and misinformation (the jab can give you ‘flu) or lack of appreciation of the seriousness and relevance of ‘flu to them
• logistical challenges – busy lives, being time poor, tricky transport links to vaccination clinics
• low health literacy and language barriers for some
• digital exclusion
• lack of GP registration
• distrust in healthcare institutions
• general vaccine hesitancy

 

So what service-side and communications activities can encourage vaccination?

• Opportunistic ‘on the spot’ vaccination offered by NHS GPs/nurses
• Convenient locations & times for NHS clinics (‘early bird’ or evening slots and ‘drop in’ clinics)
• Personalised NHS letters + reminders & follow ups (gold standard = phone, text)
• Tailored outreach programmes: e.g. mobile vaccination clinics at hostels, traveller sites, faith or community centres and providing transport to NHS sites (e.g. ’vaccine buses’)
• Broad & engaging education campaigns (based on behavioural insight) with bespoke engagement elements – i.e. specific messages and approaches to engage specific groups
• Using clear research-led messaging on the vaccine development process, benefits, effectiveness, uptake and safety
• Providing multilingual information
• Building trust by working with community stakeholders and involving health professionals / faith leaders from that community to lead engagement activity

 

 And what specific campaign messages can prompt eligible people to get the jab?   

• Cite the ‘flu facts – on risks (‘Flu is a killer’) vaccine effectiveness (‘the jab can protect you from serious illness’) and safety etc. (all audiences)
• Dispelling ‘flu myths – ‘the flu jab does NOT cause ‘flu’ (all audiences)
• Pro-choice – ‘vaccination is your choice, get the facts and make an informed decision’ (all audiences)
• Loss-framing – ‘don’t risk being hospitalised from ‘flu this winter’ (best target: older audiences)
• Gain-framing – ‘protect yourself and stay well this winter’ (best target: younger audiences with long term conditions)
• Pro-social framing – ‘protect you and your loved ones this winter’ (best target: parents, carers, tight knit communities)
• Targeted messages – i.e. people with long term conditions (top tip – always provide a specific medical issue – as people don’t readily identify with having a ‘long term condition’) :  ‘whatever your age, if you have diabetes, ‘flu can hit you harder – so get protected.’
• ‘Social norming’ – ‘join the 100,000 local people who’ve already got protected this winter’ (all audiences)

 

 

 

 

In a nutshell,  ‘flu is not to be sniffed at – it can have severe health and economic consequences for both individuals and society.

Providing a comprehensive but flexible & tailored ‘flu vaccination service that reaches out to all key eligible groups in the community is key. We have vast experience in delivering NHS ‘flu initiatives based on strong behavioural audience insight  – such as NHS Flu Safe – so do get in touch if you need any support in researching & delivering education and engagement campaigns and programmes.

image credits: iStock/diane 555;   iStock/evrim ertik