Engagement in South East London Covid-19 vaccination programme

Engagement Assurance Committee

Monday 15 March 2021

Governance

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The vaccination programme is the biggest in the history of the NHS and has a robust governance programme to ensure local delivery

Covid-19 vaccination programme update

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JCVI* priority cohorts: Progression to date

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1. Older people’s care homes residents and staff

2. People 80 years of age and over, and healthcare and social care workers

3. People 75 years of age and over

4. People 70 years of age and over and the clinically extremely vulnerable

5. People 65 years of age and over

6. Adults under 65 years of age at high and moderate risk due to medical conditions, including people newly added to the shielding list in February, and informal or unpaid carers, and any adult on the GP Learning Disability Register

7. People 60 years of age and over

8. People 55 years of age and over

9. People 50 years of age and over

10. Key workers and the rest of the population

By 14th

Feb

By 15th

AprBy 31st

July

* JCVI – Joint Committee on Vaccination & Immunisation

Accessing vaccination today

✓Nine hospitals

✓25 primary care sites

✓Eight community pharmacies – and plans for more

✓Mass vaccination centres – three planned

✓Satellite services and pop up clinics – some leading examples and more planned

✓National Booking System now available

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Headline progress to date (2 March)

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>476,000

vaccinations now delivered in SEL

25 Primary Care Network sites

9 hospital sites

8 community pharmacies

86% of over 80s86% of 75-79s84% of 70-74s76% of 65-69s

69% of CEV

Vaccination of health and social

care staff is ongoing

Satellite vaccination

clinics emerging across south east

London

100% of older people’s care homes visited with 88% of

residents and 54% staff

vaccinated

% uptake (2 March)

Source: NIMS Dashboard (02/03/2021

South East London (as at 2 March 2021. Source: NIMS = National Immunisation Management Service)

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

80+ 75-79 70-74 CEV 65-69 Total

Uptake 1st dose SEL

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

African Asian Caribbean Mixed White Other Total

Uptake by ethnicity SEL

Priorities right now

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• Continuing vaccination of cohorts 1-4 • Promoting health and social care staff uptake• Inviting cohorts 5, 6 & 7 – people age 65-69• Defining and inviting cohort 6 – people with high and

moderate risk underlying health conditions as well as newly added shielders

• Ensuring a robust and inclusive approach to identifying and vaccinating informal/unpaid carers

• Starting to invite cohort 8 – people aged 55+• Targets: Preparing for vaccination of all over 50s by 15 April

and all adults by 31 July • Second dose planning and roll-out

Priorities right now

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• Tackling inequalities through outreach and ‘roving’ using satellite and pop up clinics

• Preparing additional mass vaccination sites• Opening additional pharmacies as vaccination sites• Combining vaccination efforts with hospitals and GP

practices getting back to their business as usual• High quality, two-way communications and

engagement in coming weeks:o Faith leaderso Community championso Voluntary sectoro Social media campaigno …plus many borough level activities

How are we engaging & communicating

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Campaign resourcesResources in multiple languages and easy read formats for multi-channel campaigns

AdvertisingSocial media advertising amplified through SEL COVID network and adverts in the local press. Planned activity: supermarket poster

advertising, advertising shared with food banks, in local pharmacies and more. Ethnic

press and channels in line with national planning.

Digital/social mediaProactive schedule of activity to ensure national messages are cascaded locally.

Reaching out to seldom heard communities, network of networks and community

influencers. Supporting PCN text messaging campaigns.

Events & outreach Targeted events and outreach and briefings

to give stakeholders the tools, capability and confidence to communicate messages

with impact. On-going series of events.

Public relationsPublicising of official visits to vaccination

sites and sending regular vaccine programme media releases to local press.

PM attended south-east London’s first COVID vaccination. Chancellor attended health centre in Lewisham. National and

international media coverage.

Training and developmentTraining and development opportunities for

non-clinical community champions and influencers to support in becoming

ambassadors of the programme message.

Stakeholder engagementSeries of briefing events taking place with

voluntary and community groups, faith leaders and community champions/leads.

Sessions with MPs, councillors, local health and social care services.

Insight Using feedback and concerns raised by

local communities and people about and using this to inform how we communicate

with people and targeting communications and using ‘trusted voices’ within

communities to motivate people to take up the offer of the vaccine.

Staff engagementInternal communication with health and

care staff across south east London is underway. Staff networks also being

engaged.

The overarching messages are:

• please don’t contact the NHS to seek a vaccine, the NHS will contact you

• when NHS does contact you, please attend your booked appointments

Our website is regularly updated with new information about the vaccine programme and the FAQs are updated regularly:

➢COVID-19 vaccine - South East London CCG (selondonccg.nhs.uk)

Link in with us and repost the messages to share with your networks:

➢Twitter: @ourhealthiersel and @NHSSELondonCCG

➢Facebook: @NHSSELondonCCG

Website and social media

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• Weekly communications engagement meetings across partners

• Collecting insight• Communications and engagement toolkit – resources

for a range of communities• Engagement with MPs and councillors• SEL webinars

• Voluntary and community sector – 18 Dec, 25 Jan, 3 March (approx. 100, 152, 87 attendees

• Faith leaders - 18 Jan & 24 Feb (95 & 56 attendees)• Community champions - 20 Jan & 1 March (211 &

89)• Learning disability discussion forums• Co-ordinators of community champions sessions

meetings

SEL engagement activity

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• Community champions sessions and training• Care home and wider health & social care staff webinars• Faith leaders briefings, networks, one to ones and

outreach• Outreach at supermarkets• National &local media and council magazines• Healthwatch webinars• Local surveys• Working with the voluntary and community sector• Attending VCS forums in Bexley• Learning disability and Mental health Forum in Bromley (and

Bromley MENCAP podcast with local GP)• Greenwich Nepalese Community Network meeting• Lambeth carers hub & session for older Somali people • Lewisham – Covid Vaccination webinars• Webinars with a range of Community Southwark networks and

Southwark Carers

Borough activity

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• Films of trusted clinicians, faith & community leaders, member of the community talking about the vaccine on the CCG YouTube playlist

• Films in a range of different languages -London region NHS

• Encourage people to share via their own WhatsApp groups and networks

Films

SEL communications toolkit (google drive document)

Covid infographics in over 50 languages

• NHS information: Coronavirus (COVID-19) vaccine - NHS (www.nhs.uk)

• Gov.uk COVID-19 vaccination programme -GOV.UK (www.gov.uk)

• Public Health England has leaflets for patients available (log in required) Covid-19 Vaccine -Coronavirus Resource centre (phe.gov.uk)

• Zoe Symptom app https://covid.joinzoe.com/vaccines

Resources: leaflets & films

Vaccine hesitancy

• February London wide survey of just over 1,000 Londoners (18+)

• under 25s, Black (African & Caribbean), Bangladeshi and Pakistani ethnicity and white other Londoners reporting most hesitancy

• Hesitancy tallies with religion with Pentecostal, Orthodox Christian and Muslim Londoners reporting most hesitancy

• Lower income families more likely to say they don’t know whether they will have the vaccine

• Increase in Londoners who say they don’t trust the vaccine, indicating that those who are unlikely to get a vaccine have more deeply held suspicions around the motives of the vaccination process, rather than concerns with the health / practicalities of getting a jab

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• Context for hesitancy

• Past experience of health service and other institutions

• Lack of trust – pharmaceutical companies, NHS, government

• Discrimination

• Health beliefs

• Literacy levels

• Peer / family views

• Access and registration

• Culturally appropriate services

Vaccine hesitancy

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Motivators

• Belief in vaccinations and trust that they work

• Wanting to get life back to normal and see family & friends

• Belief that having a vaccine is the right thing to do

• Hope – being at risk and wanting to feel safe

• Ease of getting vaccine

Barriers

• Lack of trust and confidence

• concern about unknown side effects

• distrust of pharmaceutical companies and authority

• distrust of vaccines in general

• Lack of information from trusted sources

• Perception of not being at risk

• Belief that vaccination is another form of control

• Lack of understanding of who is at risk and why and whether people are guinea pigs

• Lack of understanding of priority groups and timelines

• Concern about ingredients

Needs

• Build public trust

• Actively address health inequalities

• Factual information about vaccines and process

• Culturally appropriate information

• Information from trusted voices

• Acknowledge concerns and use empathy

Increasing vaccine take up

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Trusted health profess ionals

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rac cal aspects of vaccina on

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hat people Think and feel

Social processes

actors a ec ng likelihood to vaccinate

i ga ng factors

Tackling Vaccine

Hesitancy and

BAME

Communities in

London, Prof

Kevin Fenton

2021

https://publichealthmatters.blog.gov.uk/2021/02/03/tackling-londons-covid-19-health-inequalities/

Developing comms & engagement

• ZPB Associates• Coordination of communication and engagement activity across south east

London including refining activity tracker and communications toolkit

• Developing a vaccine hesitancy campaign• Running closed Facebook focus groups to gather qualitative insight into what drives

vaccine hesitancy in specific groups

• Developing a microsite

• Exploring: Out of home advertising e.g. bus stops, buses, BT street hubs, radio –advert and content, door drops, digital advertising

• Equalities in vaccination task force• To increase uptake and reduce variation in the uptake of Covid-19 vaccines across

our communities in south east London

• Borough vaccine hesitancy plans

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Discussion

Questions and answers