Support Bright Start in Life: a new childhood immunisation campaign for north east London

The uptake rates for routine childhood vaccinations in the UK have decreased in recent years. In north east London we are not at the 95% uptake target for any routine vaccination and with lower vaccination rates, the risk of outbreaks of diseases like whooping cough, measles and polio increase.

At the same time, between 8 and 9 out of 10 children (it varies by area) in north east London are fully vaccinated. It is the 10% to 20% of parents whose children are not fully vaccinated we need to reach. The reasons why children are unvaccinated are varied and complex and to do with things like not being registered with a GP, sometimes cultural factors or to do with disinformation online, confusion or distrust. Existing campaigns are outbreak focussed, dictatorial, often scaremongering and all tell people to ‘get vaccinated.’ The uptake data and the insight we have from focus groups tells us this doesn’t really work.

Bright Start in Life is a new childhood campaign, driven by community insight, tested and co-produced by residents and it does things differently.

It emphasises the fact that vaccination is an individual choice, is open and friendly and its success will be measured by the people we educate around making informed decisions. It is not about telling people to get vaccinated right now.

Campaign materials are available on the G Drive links below, and most direct people to our brand new web hub. A digital ad campaign will promote these. These are supported by some brand new videos featuring real conversations with real local people, leaflets, posters and translated materials.

The full toolkit is available to download.

• Campaign short link: https://northeastlondon.icb.nhs.uk/BrightStart
• Campaign website home page: https://northeastlondon.icb.nhs.uk/health-advice/vaccinations/childhoodvaccines/

Campaign materials G Drive (more links in the toolkit)

• Main G drive: https://drive.google.com/drive/folders/1PTAhfjqrYfQZBJ91TRn7WPKj2pGbJsxn?usp=drive_link
• Customised social media assets https://drive.google.com/drive/folders/1qp_QF1lnisPCQyEcH76cWeTwgL2Wkx_y?usp=drive_link
• Leaflets https://drive.google.com/drive/folders/1cR3L17jjPUh-ZATDkCYvo1q2WJEjIL35?usp=drive_link
• Translated leaflets https://drive.google.com/drive/folders/1vcslAye2-szdBKTE7PJoH4Nc7uyX68bV?usp=drive_link
• Maternity leaflets https://drive.google.com/drive/folders/1EUEpcMKIOjm09Nao_W7rzRzoNcmWodnI?usp=drive_link
• Posters https://drive.google.com/drive/folders/1UtIcDQgHZRs9UySvLxfh44H2u9Flr-QN?usp=drive_link
• Screens https://drive.google.com/drive/folders/1ArNKiRWxJp0MInmVzAmePIRhCsT1gX7U?usp=drive_link
• Schedule https://drive.google.com/drive/folders/19UNbR1pAkUGgLrHDTZzRRP-ZMYjCq02T?usp=drive_link

We are also excited to launch a suite of new childhood immunisation videos designed with and featuring local people, sharing their experiences and stories about vaccinations, as well as trusted information from our fantastic local NHS experts.

Bright Start in Life playlist https://www.youtube.com/playlist?list=PLoTBiHRiMocnQ1ZdskoXoYK8gTCcDSfBV

• Let’s talk about childhood vaccinations – full length https://youtu.be/XDAc-3Oc3nw
• Let’s talk about the MMR vaccine https://youtu.be/8xBdCK547dM
• Let’s talk about vaccinations in pregnancy https://youtu.be/V6WM_pUTOtI

Help us to give local children the Brightest Start in life by:

• Scheduling content from the grid we have provided below this week on your social channels
• If you would prefer to repost or quote post, follow our social media channels:
• https://twitter.com/NHS_NELondon
• https://www.facebook.com/NHSNELondon/
• https://nextdoor.co.uk/pages/northeastlondonnhs?init_source=copy_link_share

• Sharing all of our new Bright Start in Life content and resources, making full use of the digital screens, posters and leaflets included. You can co-brand and localise assets. Campaign guidelines are linked to from the toolkit.
• Share our new childhood immunisation videos via your channels
• Share this information with your networks.
• Download
• Bright Start in Life toolkit