In August 2021, NHS England data revealed a marked decrease in the uptake of Covid vaccines in young people in Luton, compared to the same age group in other areas of the UK. Luton Council tasked us with the job of creating a campaign to increase vaccine uptake in this cohort. But first, we needed to understand what the main barriers were.
We ran focus groups with Luton Youth Network to discuss young peoples’ main questions around the vaccine, and to establish a creative approach that resonated with the right audience. Our chosen concept, Covid Conversations, emphasised that this was not just a one-line message, but an ongoing discussion. It was our job to start a conversation by engaging with young peoples’ concerns and questions properly, and it was important to take them seriously if our campaign was to have any clout.