Achieving exceptional and rapid vaccine uptake at scale

Government of Jersey

The problem

The Government of Jersey faced an urgent need to increase vaccine uptake among Islanders in 2020. The challenge was to reduce hesitancy, provide reassurance without encouraging complacency and influence public action at scale, during a rapidly evolving publichealth crisis.

The solution

IAW developed a behaviourally informed strategy working collaboratively with policy makers, the communication team and operations teams.  This fast paced and dynamic work used 3 behavioural science concepts: messenger effects, signals of reason, and endowment effects to develop appeals to encourage vaccination, optimising press releases, letters, and texts and making it as easy as possible for Islanders to get their vaccines.

The Impact

The campaign achieved a 93% vaccination coverage among carehome staff — significantly higher than the 80% norm in comparable jurisdictions.

There were high vaccination rates across the island and relatively low case and hospitalisation levels during the pandemic.

The project attracted international media attention, including coverage in the Harvard Business Review, Nature, and the Financial Times.

“Its been a real pleasure working with the team at IAW. Their academic and scientific rigour is offered with a warm, supportive and highly responsive working style and ethos. The value that their work has added to this organisation is very significant an has not been confined to the project we brought them in for, but has spread out into other areas of our organisation and will be carried forward as a result of IAW’s commitment to educating and equipping all those who have shown an interest in their work”

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