COVID-19 did not affect every community equally, and Black African and Black Caribbean communities were among those disproportionately affected. We supported NHS South in reaching those communities directly, with a broadcast PR campaign built to boost confidence in COVID vaccination as part of the NHS 'evergreen offer'. We took the conversation to the community and specialist radio stations that serve these audiences, giving listeners the information they needed in a setting they know. The campaign secured 11 items of radio coverage reaching 3.5 million, including Kemet FM, Premier Gospel, Big City Radio and Ujima Radio.
11Items of coverage
3.5 millionCombined reach
Coverage highlights
Kemet FMCommunity and specialist radio
Premier GospelCommunity and specialist radio
Big City RadioCommunity and specialist radio
AllFM 96.9Community and specialist radio
Luton Urban RadioCommunity and specialist radio
Ujima RadioCommunity and specialist radio
Campaign video
The story
NHS South
The campaign
COVID Vaccination Confidence Within the Black African and Black Caribbean Communities
The aim
Our mission was to support the NHS in reaching out to communities that have been disproportionately affected by COVID-19, with a particular emphasis on Black African and Black Caribbean communities, enhancing confidence in COVID vaccination as part of the NHS 'evergreen offer'.
The result
11 items of coverage reaching 3.5 million, including Kemet FM, Premier Gospel, Big City Radio, AllFM 96.9.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
