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For a friendly chat about how ICE can help you, your organisation or community there are numerous ways to get in touch.

Together We Make Better Happen

For a friendly chat about how ICE can help you, your organisation or community there are numerous ways to get in touch.

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Increasing uptake in the flu vaccine

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Change has happened fast, and if improving vaccine uptake is a priority, what will you do differently this year?

At ICE, our researchers discover what drives and restricts people’s behaviour when it comes to making choices about their health.

Public Health England (PHE) are urging people to keep up with routine vaccinations ahead of winter to help prepare for and prevent a second wave or spike of coronavirus. In response to this urgent call to action, we are supporting local public health teams across the UK to prepare and implement ‘prehab’ plans that are being set up locally. In part, the aim is to encourage more people, particularly those at-risk, to not only have their flu vaccine, but to take up health checks, screenings and make lifestyle changes.

Given the low uptake of the flu vaccine in 2019/20, we agree with PHE that “further work is needed to identify underpinning reasons why”1 and we can help you.

From our partnership work with NHS and local authorities across the UK, we already have clarity on several reasons why uptake is low - and we have the skills to help you identify and address this challenge locally.

Our Yellow Paper shares lessons and evidence of how ICE researchers apply behavioural economics and insights to public health communications, including ‘quick win messages’ that NHS and public health marketing teams can use to encourage higher uptake of the flu vaccine this year.

Resources for the ‘NHS Help Us, Help You - Stay Well this Winter’ campaign are widely available, however some of the messages lack the ability to influence behaviour because they do not reinforce what’s important to the people they want to target.  

The messages we create are designed to work with the brains limbic system and tap into salient thoughts and emotions that drives behaviour and decision-making.

Our Yellow Paper explains 5 key behavioural principles that can be applied to public health messages, across multiple channels, to help you encourage uptake of the flu vaccine.

Examples are included for you to ‘cut and paste’, making it quick and easy to share some behavioural messages locally.

Increasing uptake in the flu vaccine

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Now more than ever, we are committed to playing our part, to help promote the health, wellness and resilience of our communities – and prevent further spread of coronavirus.

To find out more about how you can use behavioural insights and science for health prevention contact:

Nina Gavin

Applied Behavioural Insights Lead
0845 519 3423


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