BAME communities more sceptical of vaccine

[12th March] As the UK’s vaccine rollout enters its next phase, new research from YouGov explores the attitudes of Black, Asian and Minority Ethnic (BAME) Britons to the vaccination.

Across the UK, the pace of vaccine delivery is high and has been widely praised however it appears that one in ten BAME Brits say they won’t get vaccinated, rising to 18% of Pakistanis and 19% amongst Black people. In contrast, a separate study showed only 6% of White Britons are going to refuse the vaccine.

When asked why they wouldn’t take the vaccine, nearly half (45%, representing 5% of all BAME Britons) said it’s because they don’t know enough about the vaccine. 37% think it is unsafe, while a quarter say they don’t trust the science behind it, or simply don’t want to get it.

Vaccine hesitancy is global health threat

The UK has firmly pinned its hopes on Covid recovery coming as a result of a vaccinated population, so it’s imperative that as many people in the population who are eligible to receive the vaccine, take it. A study in The Lancet before Christmas 2020, found that declining confidence in vaccines has led to surges in vaccine-preventable diseases, such as measles. Last year, the World Health Organisation (WHO) named vaccine hesitancy as one of the top 10 threats to global health.

Outdoor ads build trust

Out of Home can play a crucial role in reinforcing the importance for vaccine uptake and dispelling any myths that surround the science. As one of the most trusted forms of advertising, it is effective at building confidence amongst audiences. The unique targeting ability of the formats allows us to deliver messaging at a community level, particularly using Ambient formats such as the A3 Bespoke Network and Phone Kiosks.

Multiple creatives will also play a role in the wider uptake of the vaccine rollout. Particularly for targeting BAME communities, creatives should deliver the message in multiple languages, ensuring widespread understanding of the science involved, and dispelling the myths around the vaccine.