Childhood immunisation insight and concept testing

Liverpool City Council (LCC) is looking to increase the rates of childhood vaccinations for children aged 5 and under. Current data is showing that the biggest decline in vaccination uptake happened at the start of the pandemic and this downward trend has continued, whilst other parts of England have recovered or not seen the same level of decline as Liverpool. Insight is needed to understand this anomaly in Liverpool. The insight will be the driving force for the development of a behaviour change programme. The programme will consists of: 1) Local insight collected by call handlers in Liverpool Public Health a pilot has taken place speaking to parents who have not had their child vaccinated. A summary of this insight is given below in Section 4. 2) In-depth qualitative insight with parents, carers and grandparents from target audience 3) Campaign concept creation based on the findings from 1 and 2 4) Co-creation concept testing of a brand, campaign concepts, messaging & language and proposed channels of communication 5) Concept refinement and behaviour change campaign development