Newcastle upon Tyne Hospitals NHS Foundation Trust: Pushing the empathy button to burst the apathy bubble

The National Health Service (NHS) launched its campaign I've had a Change of Heart in the UK to address the issue of under-vaccinated people in the North East by giving them a way out of vaccine hesitancy without losing face or their sense of identity.

Summary

How do you get people to listen when they're sick of hearing about what you're saying?

How do you earn the trust of those who reject authority?

How do you make a behaviour seem worth doing when it appears everyone has moved on?

These were some of the things we asked ourselves when the NHS needed us to help increase the number of Covid-vaccinated under-30s in the North East.

Our answer to these questions?

Spending lots of time with the audience, building trust, and giving them the freedom to report back to us in their own ways. By giving...

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