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Investigating Vaccine Hesitancy and Attitudes Towards Covid-19 Vaccines in Liverpool

The objective of this project was to gain behavioural insights on vaccine hesitancy and attitudes towards the vaccine in Liverpool and identify possible local interventions to increase vaccine uptake..

Target Audience
White men under 50 years old.
Women of reproductive age (16-45 years old) of all ethnicities.

I co-created a quantitative / qualitative survey with the help of local community innovation teams. I then delivered training to these teams on how to collect qualitative data. This data was then analysed using qualitative and qualitative methods.

The survey was developed using the using the 5Cs framework of vaccine hesitancy:

Convenience - Physical and social barriers preventing vaccination and access to the vaccine.

Complacency - Low perception of risk and disease severity.

Confidence - Trust in the safety and efficacy of the vaccine and the system that delivers it.

Calculation - An individual’s voluntary extensive information searching.

Collective responsibility - The willingness to protect others by one’s own vaccination by means of herd immunity.

Convenience does not appear to be the main issue for vaccine hesitancy among unvaccinated people.
Unvaccinated people lack confidence in the efficacy and safety of the vaccine especially during pregnancy.
Unvaccinated people are more complacent than vaccinated people. For example, getting vaccinated is not a priority for this group, they perceive their risk to be low and they think that “natural immunity” is better than vaccine immunity.
Unvaccinated people are much less likely to believe that the vaccine will prevent them being infected with Covid-19, prevent them from becoming seriously ill or dying from Covid-19 or prevent them from experiencing long covid.

Unvaccinated people are much more likely to state that they have done their own research about the vaccine and that this has prevented them from getting vaccinated.

The most popular trusted source of information for unvaccinated people was social media.
Unvaccinated people are more likely to identify with social groups who are also unvaccinated. They are less likely to think that being vaccinated is important for the safety of their community.

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