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Engagement campaign to equip churches across the country to promote the Covid vaccines to hard-to-reach communities

Challenge

"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.

 

Solution

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.

https://yourneighbour.org/vaccine

https://www.youtube.com/watch?v=ZIW66MEJ-jY&t=7s

 

 

The Results

To date the Your Neighbour and ICE, GIVE HOPE Vax campaign has delivered:

  • A series of roundtables and working groups with church leaders, government ministers and NHS executives to coordinate efforts to reach BAME communities through churches
  • GIVE HOPE toolkits and resources to church leaders and community activists across the country and most denominations
  • Support and training for more than 1,000 church leaders, with input from among others, Nadhim Zahawi MP (Vaccine Minister), Lord Greenhalgh (Faith Minister), Dr Bola Owolabi (Head of Health Inequalities at NHS), the Bishop of London, the Bishop of Dover and Pastor Agu (National Leader, Redeemed Christian Church of God)
  • The facilitation of pop-up vaccination centres in local churches
  • Widespread press and media coverage, including 211 articles, stories and features in both the mainstream and religious media (2.5m estimated views/reads, 350k estimated viewers/listeners and 16k shares on social media)

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"

 

Your Neighbour Vax Campaign

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