Can social media be used to reduce health inequalities? On 9 August 2022, the Sabin Vaccine Institute held a webinar to explore key findings from the Vaccine Confidence Fund Insights Report. ILC-UK Chief Executive, David Sinclair shared how our #GenerationVax research showed social media was a cost-effective way to increase vaccine confidence and uptake amongst older people in the UK and a good way to reach those in marginalised communities.

1. Generation Vax
Leveraging intergenerational relations to increase uptake of vaccination
David Sinclair
Chief Executive – ILC-UK
DavidSinclair@ilcuk.org.uk
Join the conversation: @ilcuk
All materials and references are available online: https://ilcuk.org.uk/generation-vax/

2. Can social media be used to reduce
health inequalities?
Older people from deprived areas and black
communities in the UK are less likely to get routine
vaccinations (flu, shingles and pneumococcal) and are
more likely to be hospitalised if they contract these
diseases
Can younger people influence the health behaviour of
older relatives?
• 35% of older deprived adults & 55% of ethnic
minorities said that younger relatives pass on health
messages
“This should be
advertised more. I
didn’t know about
it until years after
the time I should
have had one.
Had it now”

3. What did we do?
Qualitative and quantitative interviews to understand barriers
and help us design an advertising campaign for Facebook and
Instagram
Worked with a small charity and an agency to design a
campaign which responded to what our research showed
Tested whether the (paid) adverts generated uptake in adult
vaccination in deprived communities

4. Our findings: Lackof awarenessis a big barrierto uptake
 Most didn’t know they needed the pneumococcal and
shingles vaccines
 Barriers to receiving the flu vaccine were more varied (not
wanting to go to the doctor, beliefs that the flu isn’t
dangerous,& not having time)
 People don’t want to be manipulated (and people likethe
word jab)
0% 10% 20% 30% 40% 50% 60% 70% 80%
I didn’t know I neededto getthis
I have neverheard ofthisvaccine
I don’t know whereIcan getthisfrom
Other
Noneof myfriendsor familyhave it
Don’t know
I don’t want to go to thedoctors
I amscared it isn’t safe
Pneumococcal infectionsaren't dangerous
Barrierstoreceivingtheshinglesandpneumococcalvaccine among
olderadultslivingindeprivedareas
Shingles vaccine Pneumoccocal vaccine
“Whyhas myGP nottoldmeanythingabout thisinthepast?”

5. We designed 5 campaigns
We createdadverts that were
trustworthy, conversational
and open,family orientated
and warm emotive, as well as
informative.
“It’sjustpropaganda tome.It’slikebeingforced.So, Ican’tenjoymyselfunlessI’vehadthefluvaccine?”
All materials and references are available
online: https://ilcuk.org.uk/generation-vax/

6. We had unprecedented engagement
Over 1 million people engaged with the adverts
76% of those who saw the adverts engaged
The clickthrough rate was 2.5 times higher thanfor other healthcareadverts
The campaign would have been a cost effective way to reach older people in
deprived/black communities.
"Popdowntoyour
GP?!?..TheLoch
Nessmonsteris
easiertoseethan
aGProundhere"

7. But youngerpeopledidn’tshare with older people
The adverts targeted at older audiences generated greater
engagement & booking clicks
76% of allshares and saves came from our older audiences.
Younger audiences were more likely to clickthrough to the
landing page – we have some evidence thatthey may have
talked offline to older people.

8. Commentsweren’t allpositive
• Many follow-up actions weren’t immediate: >60% of older pneumococcal respondents
said they’re planning to, or thinking about, getting the jab
• Many cited GP-related barriers to gettingvaccinated (lack of recommendation,
struggled tobook via GP – especially pneumococcal vaccine)
• While most survey responses & FB reactions were positive, most ad comments were
negative
• Ourcampaigns likely resonated most with undecided users ratherthan staunch anti-
vaxxer.
• Were the negative comments + or – for engagement?
It’sdeceitful,fulloffalse
claims,justpropaganda
tocoercepeople,.”
“Ihadminedoneasatrial
forpneumococcaland
touchwood notevena
common cold.Goforit
nothingtolose.”

9. In short
• Socialcampaignsare cost-effectiveandan effectiveway toincrease
vaccineuptakeamongolderdeprivedadults
• Our target communitiesclaimtostruggletoseetheGP/booka
vaccinationappointment
• Weneedto:
• Increaseinvestmentinsocialvaccinecampaignstargetedat
marginalisedgroupsandmeasuretheimpact;
• Addresshealthsystemrelatedbarrierstovaccination;
• Testunansweredquestionsandconsiderusingsocialmediadata
forpublicgood.
Get in touch:
DavidSinclair@ilcuk.org.uk
All materials and references are
available online:
https://ilcuk.org.uk/generation-vax/
“Thesite is pointless as youjustgetbumpedto
yourGP’s site whereit is notpossible tobook
anappointment.”