Relations Group companyPublic sector · COVID Vaccination Confidence Within the Black African and Black Caribbean Communities
NHS South reaches Black African and Black Caribbean listeners
In 2023, NHS South asked us to help build confidence in COVID vaccination among Black African and Black Caribbean communities. The campaign secured 11 items of coverage with a combined reach of 3.5 million.
- Items of coverage
- 11
- Combined reach
- 3.5 million
The brief
The NHS wanted to reach groups that COVID-19 had hit hardest, especially Black African and Black Caribbean listeners. The goal was greater confidence in vaccination under its evergreen offer.
The angle
We targeted community, urban and gospel stations with strong ties to these audiences. On these stations the presenter is often a familiar, trusted figure, which matters when the subject is vaccine confidence. Producers there want health content that answers their listeners' real questions rather than repeating a national advert.
The result
The campaign delivered 11 items of coverage with a combined reach of 3.5 million. Highlights came from Kemet FM, Premier Gospel, Ujima Radio and Big City Radio.
Coverage highlights
- Kemet FMCommunity and specialist radio
- Premier GospelCommunity and specialist radio
- Big City RadioCommunity and specialist radio
- AllFM 96.9Community and specialist radio
- Luton Urban RadioCommunity and specialist radio
- Ujima RadioCommunity and specialist radio
Where trust is the barrier, choosing the right stations matters as much as the message itself.
More public sector radio campaigns
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NHS South
COVID Vaccination Confidence Within the Pakistani and Bangladeshi Communities
- Items
- 44
- Reach
- 12.9 million
Want results like these?
Book a call with Adam Cox, Chairman of Relations Group. Tell him what you want to get across and he will tell you honestly how radio could carry it.
or call 020 7158 0000