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Engagement campaign to equip churches across the country to promote the Covid vaccines to hard-to-reach communities
"Let's be clear: this is a national challenge on a scale like nothing we've seen before and it will require an unprecedented national effort.” (Boris Johnson)
We now have three vaccines available, but the challenge we face is ensuring they get into ‘the arms’ of the people most in need and then the wider population.
The campaign had to deliver targeted ‘myth-busting’ messages to increase public confidence in the vaccines and ensure vulnerable communities are better protected. We recognised that faith leaders and popular public figures have a key role to play – they know their communities and have shared experiences. They often have huge influence and are the very heart of the communities to which they belong, and this proved invaluable in helping to deliver reassuring messages. The vaccine programme is giving hope right now, yet Coronavirus isn’t over until its over for everyone, everywhere.
ICE creates, as specialists in campaigns to influence behaviour change, co-created and led on this campaign that required engaging with the Ministry for Housing, Communities and Local Government, the Department of Health, the NHS, a complex network of senior church leaders and the media.
Following the Insights, Co-create and Engage process at pace allowed us to quickly hear the different perspectives about the opportunities and challenges, co-create a way forward that was supported across complex stakeholder groups and prepare the church leaders to engage with clear simple messages that they were comfortable with based around Giving HOPE through the vaccine programme.
We created a suite of tools and techniques including coaching for less confident leaders, narrative building, a vax-chat toolkit and video-based messaging, using the power of social media for targeted engagement, strategic and tactical mapping and influencer priming.
The Give Hope toolkit supported church leaders and faith communities to give hope to friends, neighbours and family through a kind and constructive conversation.
You can see content and outputs here.
To date the Your Neighbour and ICE, GIVE HOPE Vax campaign has delivered:
Nadhim Zahawi MP (Minister for Covid Vaccine deployment). "It is a great pleasure to be able add my support to the YourNeighbour, Give Hope series. The Church has played a fantastic role to ensure their members have access to the information they need to feel confident in taking the vaccine - it is truly heartening and hugely reassuring to know we have such a supportive partner in the church.
"It is absolutely the right messaging; I thank you for that. I thank you from the bottom of my heart for all you have been doing"
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