A New Year, A New Opportunity for Prevention

A new year brings a fresh opportunity to reset how we think about prevention.

After years of fluctuating vaccine confidence, misinformation and post-pandemic fatigue, communities across the UK are ready for a more human, grounded approach to public health.

This is where behavioural insight becomes essential.

Why Trust Is Central to Vaccine Confidence

Vaccine confidence grows through trust, not instruction. People need to feel seen, heard and supported in their health choices.

At ICE, we help systems rebuild that trust by translating behavioural evidence into meaningful action. We design messages that connect emotionally, culturally and practically, so that prevention becomes personal.

Listening First to Understand Confidence and Doubt

Our work begins with listening. We explore what people believe, where their doubts come from and who they trust most.

Then we collaborate with those trusted voices to create engagement that reflects shared values such as care for family, pride in community and the desire to stay well together.

From Confidence to Uptake and Community Resilience

When confidence improves, uptake follows.

That means fewer gaps in protection, fewer outbreaks and stronger community resilience.

But rebuilding trust takes more than a single campaign. It requires consistent, coordinated effort across every part of the health system.

Embedding Behavioural Insight Into Everyday Prevention

ICE supports health and care partners to embed behavioural understanding into everyday practice. From national vaccination programmes to local outreach, we help transform how people experience prevention, turning data into dialogue and evidence into empowerment.

Making 2026 the Year of Prevention

This is the year to reset.

With ICE’s expertise in behavioural science, creative communication and community engagement, you can strengthen vaccine confidence and make prevention part of everyday life.

Make 2026 the year of prevention. Partner with ICE to rebuild confidence, restore protection and make better happen across your communities.

ICE can help you rebuild parental trust and improve MMRV uptake through behavioural insight, communication training and community partnership. Together, we can make prevention last a lifetime.

Check out our other vaccination work with Cheshire & Mersey ICB here!

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