Explaining the MenACWY vaccine through animation
Co-created with young people across Wales, this informative animated film explains the process of getting vaccinated in schools to protect against Meningitis and Septicaemia
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The mission.
Improving Vaccine Engagement through Evidence-Based Communication
The objective of this project was to develop and test vaccine animations tailored to young people in Wales. The mission was to support PHW’s aim of increasing vaccination uptake and awareness by understanding behavioural drivers, preferences and challenges within the target audience. Through direct engagement, research and audience co-design, this project aimed to create effective materials that resonate, inform and encourage young people aged 13-15 in making positive health decisions.
The research.
Understanding attitudes, barriers and motivators
We used a mixed methods approach grounded in behavioural science, including secondary research, focus groups, and audience testing. Secondary research helped evaluate existing data on vaccine uptake, misconceptions, and sources trusted by young people and their parents. Focus groups were organised with Year 9 and 10 students to capture lived experiences, knowledge gaps, preferred information formats, concerns and desired levels of detail. After the design and creation of the animations, we asked young people for their feedback and opinions. Throughout the whole research, we used behavioural frameworks like the COM-B Model of Behaviour, MINDSPACE, EAST, which guided the development of materials, the thematic analysis of results and building the recommendations for future communications.
What we found.
Co-creating animated vaccine resources
We conducted collaborative focus groups to define the content, style, tone and key messaging for two vaccine animations. Key themes included the importance of trusted messengers (parents, peers, healthcare professionals), desire for autonomy, the role of anecdotal evidence, and need for information about possible side effects and process transparency.
What we did.
Animations for the MenACWY and 3-IN-1 Booster vaccine
With the feedback collected from the engagement with young people about the visual and audio characteristics, two animations were created. These were both mixed-media productions which seamlessly integrated the distinctly colourful and friendly animated characters and settings with filmed footage of a vaccination taking place to show how simple the process is. The animations included trusted messengers such as parents, healthcare professionals and peers, and they talked about their importance, side effects, and process transparency to help dispel any misinformation about the vaccines, so the viewer can feel confident in their decision to get vaccinated on the day.
The impact
PHW received an actionable behavioural insights report and practical tools for engaging Welsh young people with vaccine messages. The new co-produced animation resources and tailored recommendations work towards increasing healthy decisions around vaccines, and improved communications and uptake in hard-to-reach age groups.
Read more about each animation
18
young people directly engaged
6
behavioural insights identified
11
actionable recommendations developed
2
animations co-produced