Broadcasters unite for major campaign tackling vaccine hesitancy among ethnic minorities

Campaign 18 Feb 2021 09:21

The UK’s major commercial broadcasters have come together to air a campaign encouraging ethnic-minority communities to get vaccinated against Covid-19.

The TV ad roadblock, #TakeTheVaccine, will run simultaneously on ITV, Channel 4 and Channel 5, as well as on some Sky TV channels and STV, at 9:56pm tonight (18 February). 

The BBC will not show the film, since its charter prevents it from taking part in campaigns, but it will cover the topic in some radio and TV programmes on Thursday. 

The broadcasters estimate the campaign will reach an audience of 10 million. 

The three-and-a-half minute video features prominent figures, including Adil Ray, Moeen Ali, Denise Lewis, Romesh Ranganathan, Meera Syal, David Olusoga and Beverley Knight, who address vaccine hesitancy among ethnic-minority communities.

They debunk myths about the vaccine, such as it containing animal products, not being halal or causing infertility. "There's no chip or tracker in the vaccine to keep watching where you go," Ranganathan says in the ad. "Your mobile phone actually does a much better job of that."

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TakeTheVaccineAdil RayMoeen AliDenise LewisRomesh Ranganathan