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Getting Under The Skin – Using Insight and Research to Drive Behaviour Change

11th October 2022, 13:00 - 13:45
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In 2020, a ground-breaking three stage insight programme was undertaken across Cheshire and Merseyside, to understand the views and experiences of Covid-19 among different ethnic communities. The ‘Getting under the skin’ project aimed to gain a deeper understanding of the cultural, behavioural and religious aspects that influence health and care; understand views about the pending vaccine; identify how public health messages were currently being perceived; and gain insight into the most effective ways to communicate and engage with different ethnic groups in order to change behaviour. The insight and data gathered helped the NHS to develop a highly targeted marketing campaign to address vaccine hesitancy, which led to a remarkable increase in vaccine uptake within ethnic minority communities. The ‘Getting under the skin’ programme won three national awards in 2021, including a prestigious Health Service Journal (HSJ) award.

This webinar will help to optimise your communications with customers and the public. Reaching people with your message is one thing, influencing and changing their behaviour is quite another. Using social marketing methods will help to better understand how people think and behave. Armed with this knowledge you can design communications that more effectively influence the decisions people make.

Click HERE for more details on how to join the webinar (requires registration)

*This webinar is run by CIM Charity and Social Marketing Group

About the speaker

Edna Boampong

Edna Boampong

Edna is the Director of Communications and Engagement for NHS Shropshire, Telford and Wrekin Integrated Care System. She is a multi-award-winning, behaviour change, marketing and change management director, with over 20 years of experience leading marketing and strategic communication programmes, public health initiatives and transformation strategies. With a background in social marketing, service redesign and public health, Edna has designed and delivered a number of nationally recognised programmes.

Getting under the skin

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