Jab campaign: how ‘sensible’ celebrities will sell Covid vaccine to sceptics
Insiders says Marcus Rashford and members of Royal Family being eyed up for NHS campaign to counter anti-vax theories
NHS bosses are planning to enlist “sensible” celebrities and social media influencers for a campaign to persuade the public to get vaccinated against Covid-19, according to insiders.
An NHS England source told The Guardian that the health service wants “people who are known and loved” such as footballer Marcus Rashford [pictured top], and who “have done sensible stuff during the pandemic”, to promote the jabs. The planned push comes amid growing fears that the spread of anti-vax theories online could jeopardise an effective rollout.
Why are health leaders concerned?
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Hopes are growing that “the first of three potentially promising vaccines – Pfizer/BioNTech, of which the UK has secured 40 million doses – is set for regulatory approval within days”, says The Guardian. The government has also secured 100 million doses of the Oxford/AstraZeneca vaccine, and has increased the nation’s order for the Moderna jab to seven million doses.
But health chiefs are increasingly “worried about the number of people who are still undecided” about whether to get innoculated, and “about vaccine scepticism among NHS staff”, the newspaper reports.
“Some experts estimate a Covid-19 vaccine will need to be accepted by at least 55% of the population to provide herd immunity”, says the i news site. “Others suggest even higher numbers will be needed, such as 65% to 70%.”
However, a recent survey of 4,000 people by the London School of Hygiene and Tropical Medicine found that just 54% would “definitely” accept a vaccine. And “after being shown online misinformation, that number dropped by 6.4%”, according to a report on the university’s website.
What is the NHS planning?
Health service insiders say that celebrities and social media influencers will be enlisted to help combat misinformation about any Covid vaccine that is rolled out in the UK.
The Daily Mail reports that health bosses and government ministers are in talks with “responsible” high-profile stars to post positive messages about the jab.
“No celebrities have been confirmed but officials suggest Marcus Rashford, the England footballer campaigning to end child hunger, and members of the Royal Family would be ideal,” says the paper.
A source “with knowledge of the plans” told The Guardian that the high-profile figures who sign up will lead “a big national campaign” to drive take-up.
Politicians are not expected to join the line-up of trusted faces, however.
Instead, the celebs are likely to appear alongside “doctors who often appear on television and radio discussing health issues”, because of their “profile and the trust they are assumed to already have with the public”, the paper continues.
“Religious and community leaders are also being consulted in order to allay possible fears over the vaccine among black, Asian and ethnic minorities,” says the Daily Mail.
“Covid-19 vaccines will be crucial to helping to end this pandemic and returning our lives to near normal,” said Professor Heidi Larson of the London School of Hygiene and Tropical Medicine, who led the recent survey on vaccine uptake.
“However, vaccines only work if people take them.”
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
Say Nothing: 'sensational' dramatisation of Patrick Radden Keefe's bestselling book
The Week Recommends The series is a 'powerful reminder' of the Troubles
By The Week UK Published
-
Joy: fertility film starring Bill Nighy offers 'dose of seasonal cheer'
The Week Recommends The film about the invention of the fertility treatment is 'unassuming' but may 'sneak up on you'
By The Week UK Published
-
The problem with 'Cool Girl Lit'
Talking Point Has the ultra-popular book genre gone too far in 'commodifying' women's vulnerability?
By Tess Foley-Cox Published
-
Long Covid: study shows damage to brain's 'control centre'
The Explainer Research could help scientists understand long-term effects of Covid-19 as well as conditions such as MS and dementia
By The Week UK Published
-
Israel, UN agree to Gaza pauses for polio vaccinations
Speed Read Gaza's first case of polio in 25 years was confirmed last week in a 10-month-old boy who is now partially paralyzed
By Rafi Schwartz, The Week US Published
-
FDA OKs new Covid vaccine, available soon
Speed read The CDC recommends the new booster to combat the widely-circulating KP.2 strain
By Peter Weber, The Week US Published
-
Mpox: how dangerous is new health emergency?
Today's Big Question Spread of potentially deadly sub-variant more like early days of HIV than Covid, say scientists
By The Week UK Published
-
What is POTS and why is it more common now?
The explainer The condition affecting young women
By Devika Rao, The Week US Published
-
Brexit, Matt Hancock and black swans: five takeaways from Covid inquiry report
The Explainer UK was 'unprepared' for pandemic and government 'failed' citizens with flawed response, says damning report
By Harriet Marsden, The Week UK Published
-
Should masks be here to stay?
Talking Points New York Governor Kathy Hochul proposed a mask ban. Here's why she wants one — and why it may not make sense.
By Anya Jaremko-Greenwold, The Week US Published
-
Covid might be to blame for an uptick in rare cancers
The explainer The virus may be making us more susceptible to certain cancers
By Devika Rao, The Week US Published