Mediareach works with NHS South London to dispel vaccine hesitancy

Covid-19 has wreaked the lives of so many people over the past twelve months and with the nation rejoicing at the success of the vaccine. There is still a tremendous level of hesitancy within the the black community due to distrust.

NHS South East London figures show that vaccine uptake has been low in the BAME community, particularly those from Black African and Black Caribbean communities.        

Successful Media Agency, Mediareach joined forces with NHS South East London, to create a high-impact campaign that aimed to ultimately drive uptake of the vaccine across the area. The client requested the best media mix for a high impact campaign running across thirteen weeks, targeting the African Diaspora across six South East London boroughs: Southwark, Lambeth, Lewisham, Greenwich, Bexley and Bromley.

After working closely with the client, Mediareach came up with an innovative plan to run the messaging through selective as well as some iconic OOH formats, local print titles, Spotify, a bespoke partnership with Colourful Radio, superbly complemented by Social, Display and PPC targeting.

Speaking of the campaign Mediareach’s CEO Saad Al- Saraf said: “The campaign is structured in two bursts and is aimed at those who are hesitant and reluctant to take the vaccine. We aim to encourage them to take the vaccine by supplying the most up to date information on the benefits of the vaccine which are all available on the NHS’ microsite www.nhsvaccinefacts.com

Mr Al-Saraf believes the microsite will be a great source of information, with videos and written content on the benefits of the vaccine.”

When asked about the target audience Project Manager Luiza Dobroiu commented, “We planned to target all age groups when designing this campaign, including those who have already been offered the jab and create positive anticipation for those yet to be offered it. Younger audiences can also have a positive influence on their hesitant parents and grandparents.”

The campaign began on 17^th May and will run until July 2021.

For more information: www.nhsvaccinefacts.com