Reducing Vaccine Hesistancy
The UK's only interactive online hub for young people with information about the COVID vaccine.
The platform generated over 12 million impressions and attracted 182k visitors in just four months. It also secured additional revenue as four other local councils joined in. Endorsed by the NHS, it made significant impact.
I trained the council's team on effectively managing the product.
Category
Web Design
Client
Multiple local councils
Date
Sep 2021
Role
UI/UX Designer
Documentation
Project Description
When COVID-19 vaccinations were announced in late 2020, social media was instantly flooded with dangerous myths, fostering suspicion and mistrust. The research team found a large vaccine-hesitant audience who avoided government messaging and fell prey to fake news and disinformation.
THE CHALLENGE
Develop a strategy to engage a young audience in their own language—fun, concise, and free from information overload. Think TikTok: quick, captivating, and social media savvy.
OUR APPROACH
To kick off this project, I interviewed members of our target audience to emapthise and understand their pain points, their distrust of mainstream websites (like BBC), and how they consume TikTok videos. I shared a few websites and a draft design with them, continuously inviting their feedback throughout the design process.
We teamed up with TikTok influencers and young medical professionals, commissioning them to create engaging content that promoted the website.
Influencer videos
