Wigan Council Public Health, Public Care Networks, community organisations, Community Connector Officers, GP providers and community leaders worked together to improve uptake of the Measles, Mumps and Rubella (MMR) vaccine among communities experiencing health inequalities. The work focused on groups where uptake was lower, including Romanian families, asylum seekers, refugees, people experiencing homelessness, young adults ages 16 to 29, and residents living in areas of deprivation.
Wigan Borough faced ongoing challenges with MMR vaccination rates, particularly for the second dose. Alongside rising measles cases nationally, local intelligence highlighted barriers including misinformation, language barriers, difficulties accessing services, limiting trust in healthcare providers and competing day-to-day priorities.
Instead of relying solely on routine healthcare invitations, partners adopted a relationship-led approach. They worked alongside trusted organisations and community leaders, including Global Friends, Mosques and local community groups. Community Connector Officers and neighbourhood networks helped identify concerns and create opportunities for meaningful conversations about vaccination.
Myth-busting sessions were held in Family Hubs, community centres, colleges and local events, while outreach activity, pop-up events and mobile clinics brought services directly into communities. Local intelligence and Making Every Contact Count (MECC) principles helped target support where it was needed most.
The programme achieved significant reach and engagement. More than 1.6 million communications impressions were generated through awareness campaigns, while community providers engaged directly with almost 3,000 residents. Vulnerable groups who are often less likely to access mainstream services were reached through trusted relationships and familiar community settings.
The work helped services better understand the barriers affecting vaccine uptake, while residents received accurate information from trusted sources, helping to challenge myths, address concerns and build confidence in vaccination. Beyond vaccination itself, the programme strengthened connection between communities, local organisations and health services.
The targeted approach ensured resources were focused on areas and populations with the greatest need, while also highlighting opportunities to improve data quality, coding and coordinated outreach across the system.
A traditional approach, based mainly on appointment invitations and mass communications, would likely have reached fewer people and done little to address the underlying barriers affecting vaccine uptake.