Let's talk about the flu vaccine

Understanding hesitance to receiving the flu vaccine in ethnically minoritised communities in Liverpool

Each year, seasonal flu leads to around 15,000 deaths in the UK. Getting vaccinated is one of the best ways to prevent it, but not enough people are getting the jab. In 2021-2022, only 65% of those eligible got vaccinated, falling short of the 75% target. Certain groups, particularly people from ethnically diverse backgrounds, are less likely to get the vaccine, putting them at higher risk of serious illness.

To improve vaccine uptake, we needed to understand the experiences and concerns of these communities at a local level, so we can develop better, more targeted support. We spoke to 14 community workers, 55 members of the public, 20 healthcare staff, and 10 policy professionals to understand what makes it easier or harder for people to get the flu vaccine.

Here’s what we found:

  • Beliefs: Some people are unsure if the flu vaccine is safe or effective, are afraid of needles, or don’t think flu is a serious risk.
  • Access: Not everyone has the same access to information about the flu vaccine. Language barriers or difficulties with reading can make it harder for people to make informed choices.
  • Trust: Some people don’t feel confident in the healthcare system, which affects their decision to get vaccinated.
  • Community organisations: Local groups play a big role in sharing health information and supporting people, but they need more resources to continue their work.
  • Healthcare staff: Some doctors and nurses feel unsure about how to discuss cultural concerns around vaccination.
  • Stronger partnerships: There needs to be better collaboration between healthcare services and community organisations to support flu vaccination.

The II’M SAFE intervention

Based on the above findings, we have created a four-part plan to address these challenges and make flu vaccination easier and more accessible for adults from minority ethnic communities in Central Liverpool. We are running a two-year study (April 2025 to July 2026) to test the II’M SAFE program. This program provides support and information to encourage flu vaccination.

The study has three main parts:

  1. Delivering II’M SAFE: Offering the program to eligible adults in Central Liverpool to see how well it works.
  2. Measuring Impact: Looking at flu vaccine rates before and after the program.
  3. Evaluating the Process: Talking to people about their experiences with II’M SAFE.

Where the study will take place

The study will happen in GP practices, pharmacies, and community organisations in Central Liverpool.

Who is involved

  • Adults (18+) in Central Liverpool who can get the free flu vaccine and identify as part of an ethnic minority group.
  • Healthcare professionals, including GPs, pharmacists, and community workers. 

How the II’M SAFE program works

The program includes:

  • Quick 2-minute chats with trained doctors, pharmacists, and community workers to answer common questions.
  • GP reminders to offer the flu vaccine to eligible patients.
  • Support for fear of needles, including numbing cream, flexible appointments, and relaxation techniques.
  • Text message reminders from GP surgeries in simple, clear language.
  • Culturally tailored information (videos, posters, and group discussions) created by local community members in the most useful languages and formats.

How we will measure success

We will look at:

  • Anonymous NHS data to see if more people got the flu vaccine after II’M SAFE was introduced.
  • Feedback from people who took part, both those who got vaccinated and those who didn’t.
  • Experiences of healthcare professionals delivering II’M SAFE.

What this study will achieve

By understanding what works best, we can help more people get protected against the flu and improve vaccine access for everyone.