The need for this campaign is clear. Vaccination is one of the most cost effective interventions to prevent disease – keeping our communities safe and well, yet vaccination coverage in London remains lower than the national average with notable disparities across different boroughs, certain ethnic groups, and among vulnerable populations, including those in more deprived areas. Additionally, London faces unique challenges such as high population mobility and increasing demand on healthcare services, which further complicate efforts to maintain high vaccination rates.
With more and more vaccinations becoming available, a new approach to promoting vaccination is required that goes above and beyond the risks of not having a specific vaccination and the benefits of having it.
Why We Get Vaccinated seeks to address these challenges by promoting vaccinations throughout the life course. It aims to build trust and understanding between health partners and the communities they serve by featuring real people including residents, healthcare professionals, and community leaders from across London.
This campaign is a key deliverable of the London Immunisation Strategy, and part of the London Vision to make London the world’s healthiest global city. It provides a consistent, unified message about the importance of vaccinations. It has been designed to provide flexibility so every ICB, local authority, and community group can use it in the way that works best for them. It will complement, not replace, individual vaccination campaigns.
An updated communications toolkit has been produced (June 2026) to help local partners to share, support and amplify the campaign within boroughs, communities and networks.
Following feedback from earlier phases of the campaign, we have updated our key messages, including the barriers each message intends to address, and recommended spokespeople HERE.
We have also developed brand guidelines for the Pan-London Immunisation Campaign. This guide provides general information on how to use the campaign’s visual identity, and assets should be created when used locally to ensure consistency and effectiveness across all materials and platforms.
