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 Summary of Key Themes – Community Leaders Forum (April 2025) 

Positive Aspects of Winter Vaccination Access: 

  • Awareness: COVID-19 helped normalise vaccination and improve understanding of benefits. 
  • Access: Vaccines offered in variety of setting types. Online booking improved convenience. 
  • System Support: Free vaccines, reminders, and follow-ups supported timely uptake. 

 

Challenges Identified: 

  • Vulnerable Populations: Barriers for those needing consent or living alone. 
  • Operational Issues: Stock shortages, planning delays, and data sharing gaps. 
  • Trust & Confidence: Mistrust in institutions and misinformation reduced confidence. 
  • Access Barriers: Travel, scheduling, and cultural/geographic challenges. 
  • Communication Gaps: Mixed messages and misinformation, especially via social media. 

 

Community Leaders’ Role in Shaping the Plan: 

  • Community-Driven Approaches: Empower local champions and trusted voices. 
  • Partnerships: Collaborate with local organisations and use high-footfall venues. 
  • Trusted Messaging: Use familiar figures to dispel myths and promote services. 
  • Proactive Outreach: Engage schools, older adults, and community groups directly. 

 

What Will Help Increase Uptake: 

  • Accessibility: Deliver services in familiar, convenient locations. 
  • Engagement: Build trust through local role models and venues. 
  • Communication: Use social media, QR codes, clear messaging, and emotional framing. 
  • Education: Train trusted individuals and share accurate information. 

 

Barriers to a Successful Winter Plan: 

  • Promotion Delays: Need for stronger, non-COVID-specific marketing. 
  • Logistical Issues: Transport, geography, and appointment delays. 
  • Data & Funding: Lack of unified systems and funding clarity. 
  • Demographic Needs: Tailored approaches for vulnerable groups. 
  • Systemic Barriers: Mental health, IT issues, and institutional mistrust. 

 

Support Needed from CTM UHB: 

  • Clear Messaging: Use simple, relatable language and FAQs. 
  • Flexible Outreach: Meet people where they are. 
  • Training: Tailored education for professionals and community figures. 
  • Navigating the System: Clear signposting and simplified access to vaccination services.