Fresh strategy sought to sway jab-wary Britons

Decision-makers have to deploy targeted public health messaging to tackle COVID-19 vaccine hesitancy among groups where uptake is particularly low, new research on vaccination uptake has found.

Experts from the University of Stirling in Scotland and the National Centre for Social Research led a survey of about 5,000 adults in the United Kingdom to explore vaccine intentions and the implications for communication and targeted support.

The study found that vaccine hesitancy was a particular issue in nonwhite British ethnic groups, younger adults, among those with lower education and greater financial hardship, and those who believe that they have already had the virus.

Though vaccine acceptance in the UK has generally been high, there have been concerns about uptake among subpopulations and in other parts of the world. The research findings will help understand and inform approaches to addressing vaccine hesitancy in groups with lower uptake, as vaccine programs continue to progress worldwide.

Martine Stead, deputy director of the Institute for Social Marketing at the University of Stirling who led the study, said vaccine hesitancy "is a vital issue because it can threaten comprehensive vaccination in populations".

"We considered vaccine intentions of almost 5,000 UK adults in the early stages of the vaccine rollout and explored important issues, such as the factors behind acceptance and trust in information sources. The results indicate that targeted engagement is required to address vaccine hesitancy," Stead said.

Central role

"Healthcare professionals and scientific advisers should play a central role in communications, as they are regarded as the most trusted, and tailored messaging is needed for hesitant groups. Work is also needed to rebuild trust in government information."

Helen Bedford, professor in children's health studies at the UCL Great Ormond Street Institute of Child Health, said vaccination is one of the most effective public health interventions for preventing disease.

"In less than a year of widespread use of COVID-19 vaccines, we have seen their impact in reducing serious disease and deaths from this recently emerged infection," she said. "However, in order to maximize their potential, we need to understand public views about vaccines."

The survey of 4,978 adults was conducted in January and February, just weeks after the vaccine rollout began in December last year.

The team considered the participants' sociodemographic characteristics, including age, gender, ethnicity, education and trust in vaccination information sources.