Report launch: Generation Vax – Leveraging intergenerational relations to increase vaccination uptake

EVENT

Report launch: Generation Vax – Leveraging intergenerational relations to increase vaccination uptake

Date: Tuesday 15 March 2022
Time: 2.00pm – 4.00pm GMT

Can Facebook help us increase the uptake of flu and pneumococcal vaccinations? And can we encourage younger people via social media to encourage their older friends and family to get their jab?

At this webinar, we launched Generation Vax, a major new piece of novel research where we have tested the potential of using social media to engage different generations in promoting public health.

Speakers at the event included:

  • Prof Andrew Pollard (Chair, Joint Committee on Vaccination and Immunisation (JCVI)
  • Dr Catherine Duggan (CEO, International Pharmaceutical Federation – FIP)
  • Michael Fornwall (Associate Vice President, Global Vaccines, MSD)
  • Daphne Holt PHD MBA FRCPATH (Chair, Coalition for Life Couse Immunisation (CLCI)
  • Amber Williamson (Founder & CEO, Digital Willow)
  • Stacey Knobler (Vice President, Vaccine Innovation & Global Immunization, Sabin Vaccine Institute)
  • Ed Pertwee (Research Fellow, The Vaccine Confidence Project, London School of Hygiene & Tropical Medicine)
  • Sophia Dimitriadis (Senior Economist, ILC)

Over the past few months, we’ve been working with advertising and social change agencies as well as older people’s organisations. We have created new content and reached out to 11 million people in deprived communities through a targeted social media advertising campaign.

At this event, we presented our findings on:

  • What might motivate different generations to share information with their family?
  • Do younger people share online content with their older family members and how?
  • Does this action lead to people deciding to get their vaccinations?
  • How big a problem is anti-vaccination sentiment?
  • What are the lessons for how we can maximise uptake of adult vaccinations through social media?

This new ILC initiative, has been supported by a grant from the Vaccine Confidence Fund as part of a $7 million investment from Facebook and Merck, aimed at boosting vaccination confidence through social media.

Find out more about Generation Vax and download the report using this link.

 

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