Recommendation 3

HM Government Acknowledged

As part of the increased focus on the flu vaccination programme this winter, PHE conducted bespoke research with ethnic minority groups who are more at risk from COVID-19 to ensure the social marketing campaign is relevant and addresses any particular concerns they may have about getting the flu vaccination. Vaccine Communications DHSC, the NHS and PHE are working closely with ethnic minority groups to support those receiving a vaccine, to promote uptake and to help anyone who may have questions about the vaccination process. 3 NHS Letter for Urgent Action: Operational Priorities for Winter 2021/2022 COVID-19 vaccine uptake is lower for some ethnic minority groups. Up to 27 January 2021, the vaccination rates for eligible Black African, Pakistani, Other Black, White and Black African, and Bangladeshi people were notably low compared with eligible White British people having received a vaccine. A concerted effort is being made to understand and overcome barriers to vaccination among ethnic minority people. The particular focus has been on encouraging uptake of vaccines and countering misinformation. Ministers, Dr. Raghib Ali (one of the government advisers on COVID-19 and ethnicity) and other healthcare experts, have played key roles in supporting this effort. The government continues to deliver a tailored communications strategy on vaccine roll out, reflecting the latest evidence on vaccine uptake among ethnic minority groups. Regular myth-busting content is produced. This strategy makes use of trusted platforms and messengers within communities and takes specific targeting approaches on social media channels. The government is also working closely with the new Community Champions to disseminate key public health messages and promote vaccine uptake (see response to recommendation 5 below). Further action to address PHE Recommendation 6 (Accelerate efforts to target culturally competent health promotion and disease prevention programmes for non-communicable diseases): Healthy Weight The Healthy Weight strategy (Tackling obesity: empowering adults and children to live healthier lives) sets out a series of measures to reduce obesity. PHE’s Better Health campaign has been translated into a range of languages, including Hindi, Gujarati, Urdu, Bengali, Arabic and Somali. Campaign development was informed by research with people from ethnic minority backgrounds. Insights were sought from local authorities, and PHE worked with charities that promote good health in at-risk groups, multi-cultural specialists and experts in specific areas such as nutrition. DHSC estimates that the first phase of the Better Health campaign has reached over 90% of the Black and South Asian population. Campaign tracking showed that those who saw the campaign were more likely to report having taken an action to get healthier recently, particularly respondents from Black (46%) and Asian (56%) ethnic backgrounds. (The figure for all adults who saw the campaign and reported taking action was 30%.) As a result, a further advertising campaign targeting ethnic minority groups started running from mid-January 2021. To ensure ongoing reach and cultural relevance, DHSC continues to work with community organisations and media partners to develop relevant content that addresses specific cultural issues. The Better Health campaign also addresses mental wellbeing. It targets adults and young people from ethnic minority groups, who are at a greater risk of developing mental health problems as a result of COVID-19. Campaign performance will be assessed following the end of activity in March 2021. Diabetes The Diabetes Programme is widening access to the Healthier You NHS Diabetes Prevention Programme through a direct-to-consumer model, supported by targeted marketing and communications activities for at risk groups. Reflecting the fact that those of Black and South Asian backgrounds are at both greater risk of developing Type 2 diabetes and dying from COVID-19, NHS England has developed a focused marketing and promotion campaign, aimed at those who are Black and South Asian. NHS England is positioning the Diabetes Prevention Programme as part of its NHS staff offer through the Living Well programme, again with a focus on its Black and South Asian workforce. The NHS Health Check restart preparation document reinforces existing messages that, when checks restart, groups at greatest risk of cardiovascular disease should be prioritised.