The Wirral vaccination uptake campaign in winter 2021/22 aimed to increase COVID-19 and influenza vaccination among key local populations. Running for eight weeks from 26 November to 12 January, the campaign focused on people aged 50–65, pregnant women and those living with long-term health conditions — groups most at risk of serious illness and hospitalisation.

Through a powerful blend of local insight, predictive analytics and behavioural science, the campaign delivered clear public health impact while demonstrating a proactive model for future population health strategies.

Using Insight to Target Those Most at Risk

By using the vast population dataset and predictive risk analytics capabilities of Oracle Cerner’s HealtheIntent platform, ICE was able to reach residents most likely to benefit from vaccination. This approach ensured the right message reached the right people at the right time — a core strength of the Wirral vaccination uptake campaign.

Working with vaccination teams and communications colleagues, ICE’s behavioural marketers designed messaging that:

• normalised vaccination through social norming

• addressed safety concerns directly

• used familiar imagery and language

• strengthened trust in the COVID-19 and flu vaccines

The key principle was simple: people are more likely to act when they feel understood, reassured and connected to others making the same decision.

Behavioural Science at the Heart of the Campaign

The campaign relied heavily on behavioural insight to overcome hesitancy and encourage participation. Social norming — showing that “people like you are getting vaccinated”, was used across social platforms such as Facebook to increase confidence and reduce uncertainty.

Imagery and messaging were intentionally calming, inclusive and reassuring. They emphasised that both vaccines were safe, effective and widely taken up across the community.

This behaviourally informed approach helped transform passive information into active encouragement.

Engagement Results and Public Health Impact

The campaign delivered impressive engagement:

• 4,488 people clicked through to the vaccination booking site

• Overall visibility reached 950,816 impressions

• Messaging directly targeted residents identified as high-risk

This targeted visibility translated into meaningful cost benefits for the NHS:

• Approximately £25,000 saved for maternity services

• A further £70,000 of estimated savings among 50–65-year-olds and those with long-term conditions

• All achieved from an initial £9,000 investment

A strong return for a local, insight-driven approach.

Local Insight: The Distinct Advantage

The Wirral vaccination uptake campaign succeeded because of its uniquely local approach.

The NHS Wirral CCG final evaluation report highlighted this clearly:

“Using insight of our local population and more specific behavioural techniques in partnership with ICE that the national focus could not achieve.”

Dr Paula Cowen, GP and former Chair of NHS Wirral CCG, reinforced the importance of local insight:

“The digital work we’re doing is like the golden thread throughout… facilitating and targeting particular areas.”

Localised intelligence allowed Wirral to design proactive, personalised health messages far more effective than broad, national communications.

Shaping Proactive Health Strategies for the Future

The success of the Wirral vaccination uptake campaign demonstrates the potential of proactive population health strategies — especially when addressing inequalities and supporting Core20PLUS5 priorities.

This approach provides:

• targeted interventions for high-risk groups

• better identification of unmet need

• improved engagement outcomes

• more efficient use of NHS resources

As Stuart Jackson, ICE Founder & CEO, summarised:

“We are proud to have been part of this important work, achieving significant health outcomes for our local population and easing the strain on the NHS.”

Let’s Advance What Works!

If your health system, ICB or local authority wants to increase engagement, use data more effectively or build behaviourally informed public health campaigns, we can help.

ICE brings together behavioural science, communication expertise and population insight to create interventions that deliver measurable outcomes.

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