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Social Media Giants to Encourage Young Brits to Get Vaccinated

David Paul

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UK vaccine uptake
Reddit, YouTube, Snapchat, and TikTok are partnering with the UK Government to encourage young people to get vaccinated.

Four social media giants have agreed to collaborate alongside the UK Government to drive vaccine uptake as adults aged 18 and over are invited to get the Covid-19 jab.

Snapchat, Reddit, TikTok, and YouTube have agreed to support the UK’s vaccination programme by encouraging their users to get their jabs through targeted content.

For example, NHS stickers, a filter, and later this month, an augmented reality lens that read: ‘I’ve had my vaccine’ will be added to Snapchat for UK users to share on their accounts.

Additionally, the platform is hosting a series of question and answers with medical experts on the Prime Minister’s Snapchat account.

The platform has also expanded its ‘Here For You’ feature which provides in-app resources to people looking for more information around health, mental health and wellbeing.

When someone searches for ‘Covid-19’, ‘vaccine’, ‘NHS’ and ‘vaccination’, they will have access to expert NHS resources on the vaccine to “make sure they are well informed, build confidence and tackle misinformation”.

Reddit’s community network platform is helping with live ‘ask me anything’ sessions on its coronavirus forum, featuring Q&A’s with leading experts which Reddit says it will continue to host over the next few months.

TikTok has added ‘I’ve had my Covid vaccine’ stickers for social share, as well as working alongside Team Halo – a group of scientists using the platform to provide the latest information on vaccines with entertaining and shareable videos.

YouTube is running a new video campaign with the tagline: ‘Let’s Not Go Back’ aimed at 18 to 34-year-olds. The campaign is running on YouTube, national billboards, bus stop advertising, and social media. Collectively, these information panels have served over 400 billion impressions worldwide.

Commenting on the collaboration, Health and Social Care Secretary Matt Hancock said: “With the offer of the vaccine now extended to all adults in England, we are leaving no stone unturned to boost uptake and encourage everyone to get the jab when eligible.

“I am delighted that Snapchat, Reddit, TikTok and YouTube – some of the most influential social media platforms – are coming together to support the biggest and most successful vaccine effort in NHS history.

“We’re accelerating our vaccine programme on the road to recovery, and I urge everyone to come forward for the offer, roll up their sleeves and join the millions that already have the fullest possible protection from two doses.”

The NHS is running its ‘every vaccination gives us hope’ campaign to encourage younger people to get their vaccine, and the partnership with the social media giants will be a helpful boost.

Last year Hancock and Digital Secretary Oliver Dowden and agreed to work with social media platforms to limit the spread of false vaccine information and help people find the information they need about any Covid-19 vaccine.


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Digital Secretary Oliver Dowden added: “Our vaccine rollout has been a great success story and is now available to all adults.

“We have worked closely with social media platforms throughout the pandemic to promote lifesaving vaccine information, and this new initiative with popular platforms will help drive take-up even higher.

“We are also tackling misinformation online through our new Online Safety Bill to make sure people are not bombarded by harmful content.”

Vaccines Minister Nadhim Zahawi said: “I’m thrilled that some of the leading social media platforms are joining forces to boost vaccine uptake among younger people. This is another incredible asset to our vaccination programme, which is already saving lives.

“The vaccine is our way out of this pandemic and we have made incredible progress so far with more than four in five adults receiving at least one dose and all adults being invited.

“I encourage everyone to get the jab – it could stop you becoming seriously ill and protect your loved ones.”

In an attempt to stamp out false vaccine information, Westminster has also developed a toolkit with content designed to be shared via WhatsApp and Facebook community groups, as well as Twitter, YouTube and Instagram.

David Paul

Staff Writer, DIGIT

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