YouTube and NHS tie up to combat vaccine hesitancy among UK youth

Campaign 17 May 2021 09:58

YouTube is launching a multimillion-pound, NHS-backed campaign encouraging 18- to 34-year-olds to get vaccinated, with the call: "Let's not go back."

The campaign highlights the importance of being vaccinated, in particular how it can prevent another surge in Covid-19 cases across the country. An initial burst of out-of-home across billboard and bus stops goes live today (17 May).

From 24 May, the next phase kicks off with an array of user-generated content and YouTube Shorts in which young people and YouTubers talk about their experiences of a year in lockdown.

Created by Google's Creative Lab and produced by Gramafilm, the campaign comprises 12 video ads, digital banners, national press and paid social.

Films include a short by YouTuber Leena Normington, who worked with NHS medical director for primary care Dr Nikita Kanani to come up with content that delivered a sober message in a style that resonates with her subscribers.

Meanwhile, football YouTuber Robbie Lyle will host a roundtable with fan channels and health experts to disseminate the vaccination message.

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CovidYouTubeGramafilmLeena NormingtonDr Nikita Kanani
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