Recommendation 12

NHS England said it had built on approaches recommended by the Scientific Advisory Group for Emergencies and the World Health Organisation to achieve the excellent uptake to date.27 But it acknowledged that the country was no longer in a state of emergency and that many restrictions had now been lifted. Consequently, it agreed that vaccination may have become a lower priority for many people.28 UKHSA noted that, although the basic message remained unchanged, individuals now found themselves with a wide range of different vaccination statuses (from no doses to one, two, three or even four doses). This could make it more complex to frame and target appropriate media campaigns to improve uptake.29