A&I Case Study

Background and Instructions

This document provides a template for presenting the results of initiatives. 

The purpose is to capture in-depth learning from initiatives, especially in relation to the complexity of establishing such work and the solutions that have been found. 

An advice guide on approaches to undertaking robust local evaluations will also be shared with this template.

Of course, there are many other templates and guides available that you may want to use.

Details

  • Local Identifier used for monthly returns: Woodgrange Covax
  • Date(s) of initiative: 19-20th October 2024
  • Title of the initiative: Woodgrange Vaccination Service Outreach Bus at ‘Global Peace And Unity Festival, Excel London’
  • Organisation: Woodgrange Educate Vaccinate Program, Woodgrange NHS Medical Practice 
  • Synopsis: Include a brief overview or synopsis of the initiative. This should be a couple of sentences to give the reader an immediate idea of the initiative. The detail will be added below. 
  • Key contact: Name: Dr Muhammad Waqqas Naqvi

The rationale for the initiative

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Context

Describe the context. All initiatives happen within a local context. This can include information nature of the place, population and health system. 

The Global Peace and Unity (GPU) event provided a unique context for the AW24 vaccination program, leveraging its significant local and cultural relevance. Here’s an analysis of the local context that shaped the vaccination effort: 

1. Nature of the Place

  • The event is hosted at the ExCeL Exhibition Centre in Royal Victoria Dock, London, a major venue capable of accommodating tens of thousands of visitors. This location underscores accessibility and inclusivity, situated in a diverse metropolitan area with a robust infrastructure for large gatherings. 
  • The GPU event, organised by the Islam Channel, serves as a multicultural and interfaith platform, promoting unity, education, and cultural exchange. It is recognised as one of the largest gatherings of its kind in Europe.

2. Demographics and Audience

  • Cultural Diversity: The event attracts a global audience, with attendees from various ethnic, religious, and cultural backgrounds. In 2006, it welcomed over 55,000 visitors from five continents, emphasising its international appeal and significance.
  • Local Engagement: A significant portion of attendees is from within the UK, particularly London, known for its ethnically diverse and vibrant Muslim population. 
  • Community Trust: The event fosters trust within Muslim and interfaith communities, making it an ideal setting for health initiatives that require community buy-in, such as vaccination campaigns.

3. Health System

  • Collaborative Opportunities: The UK's National Health Service (NHS) often collaborates with community organisations and faith-based groups to enhance healthcare outreach. GPU's established reputation for promoting dialogue and understanding could make it a trusted partner for such initiatives.
  • Culturally Sensitive Approach: The presence of an inclusive and informed audience enables healthcare providers to address vaccine hesitancy effectively, utilising culturally relevant messaging.
  • Large-Scale Outreach: The event’s scale allows health campaigns to reach a concentrated audience, maximising impact in a short time.

4. Vaccination at GPU

  • Alignment with Event Goals: The vaccination initiative aligns seamlessly with GPU's objectives of promoting health and well-being. By incorporating healthcare into a trusted community setting, it reinforces the message of caring for public health as part of communal responsibility.
  • Convenience and Accessibility: The centralised, well-attended nature of the event ensures easy access for attendees who might not otherwise engage with traditional healthcare settings.
  • Opportunity for Education: Alongside vaccination efforts, our ‘Make Every Contact Count’ workshops and hesitancy conversations provide an opportunity to dispel myths, share scientific knowledge, and foster a positive dialogue around vaccination.

In summary, the GPU event offers a dynamic and culturally resonant setting that amplifies the reach and impact of vaccination initiatives. It merges community engagement, education, and healthcare outreach within a framework of mutual trust and collaboration.

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The specific need or issue being addressed

Explain the need - the issue or problem you were trying to address - and why it was particularly important to do something about it. For example, which group was being targeted?

The Need: Addressing Vaccine Hesitancy Amongst The Muslim Community.

The Woodgrange Covax Outreach Educate Vaccinate initiative at the Global Peace and Unity (GPU) Fair in 2024 aimed to tackle a critical public health challenge: vaccine hesitancy amongst Muslim communities in the UK. This issue is particularly pronounced in boroughs like Newham and Tower Hamlets, where vaccination rates lag behind national averages. Hesitancy in these communities arises from a complex interplay of cultural, religious, and societal factors, often exacerbated by misinformation and a lack of culturally relevant health communication.  

Importance of Action  

Failure to address vaccine hesitancy in these communities risks leaving them vulnerable to preventable diseases, such as COVID-19 and influenza, which disproportionately affect underserved populations. The consequences extend beyond individual health, posing a broader threat to community immunity and public health goals. As diverse and densely populated areas, these boroughs are particularly susceptible to outbreaks, making equitable vaccine uptake a priority.  

Engagement efforts had previously demonstrated that vaccine uptake amongst Muslim communities could be improved through culturally tailored outreach, partnerships with trusted leaders, and community-centred approaches. However, gaps persisted, necessitating continued innovation and persistence. The GPU Fair offered a unique opportunity to connect directly with these communities in a trusted, familiar, and celebratory setting.  

Target Audience  

The initiative focused on all communities attendees of the GPU Fair, an event renowned for its cultural and interfaith significance. This demographic included individuals from all age groups and socioeconomic backgrounds, many of whom hold deeply rooted religious and cultural values. The GPU Fair’s status as a trusted, multicultural event provided an ideal context to engage with vaccine-hesitant individuals.  

Why GPU Was Key  

The GPU Fair’s unique environment made it particularly effective for addressing vaccine hesitancy. As Europe’s largest interfaith and multicultural event, it attracts tens of thousands of attendees annually, many of whom belong to vaccine-hesitant demographics. The fair’s focus on community, unity, and dialogue aligned perfectly with the goals of public health outreach, creating an atmosphere conducive to trust-building and open conversations about vaccination.  
The event also provided an opportunity to deploy Woodgrange Covax’s ‘5Ms approach:  

  1. Messaging: Use culturally sensitive, faith-aligned language to counter vaccine myths.  
  2. Mentorship: Collaborate with respected community leaders and influencers to amplify trust.  
  3. Mobilisation: Offer convenient, on-site vaccination to remove access barriers.  
  4. Monitoring: Collect feedback and data to refine strategies.  
  5. Maintenance: Establish follow-up channels for sustained engagement.  

Urgency  

Given the lower vaccine uptake in Newham and London and the risk of outbreaks, this outreach effort was timely and crucial. By using a culturally embedded platform like the GPU Fair, Woodgrange Covax sought to address hesitancy in a way that was both impactful and respectful of the community's unique needs. The initiative not only sought to administer vaccines but also to plant seeds of trust and awareness for ongoing public health efforts.

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The initiative and inputs

Explain what was planned and why this approach was used. How it was implemented and organised. It is important to capture the complexity of initiatives, so this section can be broken into sub-sections.

Evidence-base

  • Existing evidence on approach

System factors

  • Leadership and governance
  • Financing and resourcing, including contracts. 

Service

  • Mobilisation and implementation

People

  • Delivery on the front line

Duration of initiative

Planned Approach and Rationale  

The Woodgrange Covax Outreach Educate Vaccinate initiative at the GPU Fair 2024 aimed to combat vaccine hesitancy among Muslim Communities through a well-structured, evidence-based strategy: the Woodgrange 5Ms approach. This framework - encompassing Messaging, Mentorship, Mobilisation, Monitoring, and Maintenance - was selected because of its adaptability to culturally and socially sensitive contexts.  

The GPU Fair, with its diverse and predominantly Muslim audience, was a prime venue for this intervention. Attendees trusted the fair as a culturally significant event, which provided a conducive environment for fostering open dialogue and addressing vaccine-related concerns.  

Evidence Base  

The approach drew from existing research demonstrating the effectiveness of tailored, culturally sensitive health initiatives in overcoming vaccine hesitancy. Studies highlighted the importance of:  

  1. Culturally aligned communication to dispel myths.  
  2. Partnerships with community leaders to amplify trust.  
  3. Accessible, on-site services to eliminate logistical barriers.  

Previous outreach efforts in similar communities had shown that trust-building and face-to-face engagement were critical in changing perceptions about vaccines.  

System Factors  

Leadership and Governance  

The initiative was led by Woodgrange Covax, with our Immunisations Co-ordinator Service Clinical Lead spearheading logistics and outreach planning. The event also saw active involvement from community stakeholders, such as the British Islamic Medical Association (BIMA) and NHS England (NHSE). Their endorsement strengthened the campaign’s credibility.  

Financing and Resourcing  

The initiative was resourced through national health system funding, e.g. with our Outreach contract and contracts in place for mobile health services like our health van. Collaboration with local businesses and donations (e.g., bottled water from Salam Cola) supplemented logistical support, while costs were minimised by leveraging existing infrastructure like the GPU Fair.  

Service  

Mobilisation and Implementation  

Preparation for the event began weeks in advance, focusing on logistics, staffing, and communication materials. On-site implementation followed the 5Ms framework:  

  • Messaging: The team provided culturally sensitive information addressing common vaccine myths, tailored to the audience's religious and cultural context.  
  • Mentorship: Respected community leaders and influencers were integral in building rapport with attendees.  
  • Mobilisation: Vaccines were offered directly at the fair, with a mobile clinic on-site. Supplies, including defibrillators and anaphylaxis kits, ensured safe administration.  
  • Monitoring: Engagement metrics and vaccine data were meticulously recorded to assess impact.  
  • Maintenance: Follow-up channels were established to sustain trust and engagement post-event.  

People  

Delivery on the Front Line  

The delivery team comprised healthcare professionals and community volunteers. They engaged directly with attendees, addressing vaccine concerns and ensuring safe administration. The involvement of families on both days exemplified intergenerational support and adaptability under pressure.

Duration of Initiative  

The outreach was a two-day initiative (over the GPU Fair weekend) but was built on months of planning and preparation. Its impact extended beyond the event through follow-ups and ongoing trust-building efforts.  

Complexity of Implementation  

Despite its success, the initiative faced challenges, including:  

  1. Venue Restrictions: Security initially delayed setup and restricted generator use, requiring quick problem-solving.  
  2. Suboptimal Location: The health van's placement reduced foot traffic, necessitating active attendee engagement.  

These hurdles underscored the team’s adaptability and resourcefulness, which were critical to the initiative's success.  

Conclusion  

The well-planned and systematically executed GPU Fair outreach demonstrated the value of culturally sensitive, community-centred strategies in addressing vaccine hesitancy. The use of the 5Ms approach, combined with strong leadership and stakeholder collaboration, enabled meaningful engagement with a hesitant demographic, providing a model for future public health initiatives.

Findings and outcomes

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Costs

Where possible, give a break of the financial costs, staffing requirements and other resources involved, including the set-up costs and administration. 

Circa £6000 including . . .

  • Staff costs
  • Equipment costs
  • Transport costs
  • Health van costs
     
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Outputs and activity – what was done to achieve an outcome

What were the outputs and activities that results from the initiative?

These can be physical, such as a number of clinics established, or organisational, such as an evidence-based services organised or community events.

Outputs and Activities from the Initiative  

The Woodgrange Covax Outreach Educate Vaccinate initiative at the Global Peace and Unity (GPU) Fair 2024 yielded tangible outputs and significant activities that underscored its success in addressing vaccine hesitancy within Muslim communities. These outputs and activities were both physical and organisational, showcasing the initiative's comprehensive approach to public health engagement.  

Physical Outputs  

Vaccines Administered  

Over two days, the initiative delivered a total of 72 flu vaccines and 32 COVID vaccines directly to attendees. Despite logistical challenges, the team ensured vaccine availability and adherence to safety protocols, with zero vaccine waste recorded.  

Mobile Health Services  

The Health Van served as a mobile clinic, providing on-site vaccination services and a centralised location for health-related inquiries. While its placement on Day 1 initially limited engagement, adjustments in outreach methods compensated for the low visibility.  

Community Engagement Metrics  

The initiative successfully conducted 1,369 vaccine-related conversations across both days, providing tailored information, debunking myths, and addressing concerns specific to cultural and religious contexts.  

Organisational Outputs  

Evidence-Based Practices  

The outreach implemented the 5Ms approach, a structured and culturally sensitive framework that ensured messaging and engagement methods aligned with community values. This evidence-based model emphasised ongoing community trust-building and sustained follow-up.  

Partnership Mobilisation  

Key partnerships, such as those with the British Islamic Medical Association (BIMA), NHS England, Vaccine Steering Group (VSGs) and local businesses like Salam Cola, enhanced the initiative's reach and resource availability. These partnerships demonstrated a collaborative model for addressing public health challenges.  

Crisis Management and Adaptability  

The team demonstrated exceptional problem-solving capabilities, addressing challenges like restrictive security protocols and generator usage limitations. Their quick adaptation ensured uninterrupted service delivery, highlighting the importance of resilience in outreach initiatives.  

Key Activities  

Direct Community Engagement  

Team members, including actively approached attendees to initiate meaningful vaccine-related discussions. The focus on personalised interactions allowed the team to address individual concerns effectively.  

Logistics Management  

Preparations included meticulous planning for vaccine storage, supply management, and operational readiness. On event days, the team managed logistics dynamically, ensuring all necessary equipment was present and functional, despite external constraints.  

Collaboration and Resource Sharing  

The outreach leveraged a wide network of support:  

  • Local businesses contributed supplies, such as bottled water for patients.  
  • Volunteers and staff, provided critical on-ground support.  
  • Excel venue staff worked with the team to find alternative solutions when the generator was decommissioned.  

Data Collection and Monitoring  

The team gathered real-time data on engagement metrics, vaccine uptake, and attendee concerns. This information informed post-event analysis and will guide future outreach strategies.  

Impact of Outputs  

The initiative's outputs were significant in creating immediate public health benefits and long-term community trust. Beyond the direct vaccinations administered, the outreach addressed vaccine hesitancy by fostering open dialogue and culturally sensitive engagement. The 1,369 conversations held provided invaluable insights into the community's vaccine concerns and highlighted the importance of tailored health communication.  

Moreover, the evidence-based nature of the 5Ms approach and the collaborative model demonstrated by the initiative have set a precedent for similar public health efforts, both within Newham and in other diverse boroughs.  

In conclusion, the Woodgrange Covax Outreach produced a multifaceted impact, blending physical and organisational outputs to deliver effective public health outcomes. It successfully met its goals of engagement, vaccine delivery, and trust-building, offering a replicable framework for addressing vaccine hesitancy in underserved communities.

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Outcomes and Impact – what were the planned outcomes

Describe the benefits in terms of improvements for individuals, communities and/or health system. Benefits are advantages or improvements achieved as a result of carrying out a new activity or changes to existing programme(s). They are usually the final outcomes. People see benefits as the ‘what’s in it for me’.

Ideally include details of qualitative and quantitative measures.

Consider:

  • Improved access to services
  • Improved knowledge of service availability
  • Improved health seeking behaviours
  • Improved health promoting behaviours
  • Improved satisfaction with services Change at community level
  • Improved social cohesion
  • Community satisfaction
  • Improved community health Change in health system
  • Change in health system functioning
  • Change in health system satisfaction
  • Increased activity
  • Improved trust within a community

Benefits of the Woodgrange Covax Outreach at the GPU Fair  

The Woodgrange Covax outreach initiative at the Global Peace and Unity (GPU) Fair 2024 delivered numerous benefits across individual, community, and health system levels. These benefits, measurable both qualitatively and quantitatively, addressed vaccine hesitancy while fostering greater public health engagement.  

Improvements for Individuals

1. Improved Access to Services
 - The on-site administration of 72 flu vaccines and 32 COVID vaccines directly benefited individuals by offering convenient and immediate access to healthcare services.  
 - The deployment of the mobile clinic allowed individuals who might not visit conventional healthcare settings to receive vaccinations in a comfortable and culturally relevant environment.  

2. Enhanced Health Knowledge and Behaviour  

  • Through1,369 vaccine-related conversations, attendees gained insights into the importance of vaccinations, addressing common myths and misconceptions.  
  • This engagement fostered improved health-seeking behaviours, as individuals were encouraged to take proactive steps in managing their health.  

3. Increased Satisfaction with Services  

  • Many attendees expressed appreciation for the culturally sensitive approach of the team, highlighting the positive impact of personalised interactions on their trust and satisfaction with health services.  

Community-Level Improvements  

1. Strengthened Social Cohesion  

  • The initiative’s collaboration with organisations such as the British Islamic Medical Association (BIMA) and local businesses like Salam Cola created a collective effort that resonated with the community.  
  • Acts of goodwill, such as donations from local businesses, demonstrated solidarity and strengthened trust between the healthcare providers and the community.  

2. Improved Community Health  

  • The initiative helped mitigate vaccine hesitancy among Muslim populations, communities that are traditionally underrepresented in vaccine uptake statistics.  
  • By addressing cultural and religious concerns directly, the initiative laid the groundwork for sustained improvements in vaccination rates and overall health outcomes.  

3. Community Satisfaction  

  • The presence of a culturally relevant outreach team and the accessibility of the services led to high levels of satisfaction among attendees, who valued the tailored approach.  

Health System-Level Improvements  

1. Enhanced Functioning and Increased Activity  

  • The outreach demonstrated an efficient allocation of resources by integrating the event into ongoing vaccination efforts. This multitasking ensured that regular health services were maintained while additional services were delivered.  
  • The ability to adapt to challenges, such as security restrictions and power issues, underscored the flexibility and resilience of the health system.  

2. Improved Trust in Healthcare  

  • Direct engagement with vaccine-hesitant individuals built trust in the healthcare system, an essential step in improving long-term health outcomes.  
  • The 5Ms approach, emphasising cultural sensitivity and community partnerships, reinforced the perception of healthcare providers as empathetic and approachable.  

3. Data-Informed Strategies  

  • The collection of real-time feedback and data from conversations informed future outreach strategies, ensuring continued improvements in vaccine delivery and community engagement.  

Final Outcomes  

The initiative bridged gaps between healthcare services and vaccine-hesitant communities, resulting in:  

  • Tangible improvements in vaccine uptake and awareness.  
  • Strengthened trust and cooperation between healthcare providers and local communities.  
  • A replicable model for addressing public health challenges in culturally diverse settings.  

By blending immediate healthcare delivery with long-term relationship-building, the Woodgrange Covax outreach not only addressed a pressing public health issue but also contributed to systemic and community-level resilience, fostering a healthier and more cohesive society.  

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Lessons – enablers and challenges

Looking back at the experience, what did you learn? What were the key enablers /conditions for success?

What recommendations and advice would you give others thinking about doing similar work? What is the single most important one line of advice which you can give to others starting a similar project?

People like case studies that highlight what was difficult and ideally how you overcame the challenges, but even when this was not possible - they like to know the good, the bad and the ugly! For example, were existing contracts inflexible so had to be amended?

The Woodgrange Covax outreach initiative at the GPU Fair 2024 offered numerous lessons, with key enablers for success and practical recommendations for future projects. This experience underscored the importance of adaptability, community engagement, and logistical preparation in overcoming vaccine hesitancy within culturally diverse populations.  

Key Learnings  

  1. Adaptability is Critical - Challenges such as unexpected security restrictions and power supply issues emphasised the need for flexible planning and resourcefulness. Quick thinking allowed the team to find alternative solutions, such as collaborating with venue staff to resolve generator problems, ensuring uninterrupted service delivery.  
  2. Community Partnerships Amplify Impact - Collaboration with trusted organisations like BIMA and contributions from local businesses enhanced outreach efforts. These partnerships built trust within the community and created a positive environment for engagement.  
  3. Cultural Sensitivity Builds Trust - Tailored messaging and respectful communication resonated with the audience, helping to address specific concerns and misconceptions about vaccination. The culturally relevant approach was instrumental in reducing hesitancy.  
  4. Proactive Engagement Overcomes Barriers - Despite the initial suboptimal placement of the health van, the team actively sought out attendees, holding 1,369 vaccine-related conversations. This proactive approach maximised impact, ensuring meaningful engagement despite logistical hurdles.  

Conditions for Success

  1. Strategic Preparation - Early planning ensured that resources, such as vaccines and medical supplies, were readily available. The team’s thorough logistical arrangements minimised disruptions and ensured operational efficiency.  
  2. Dedicated Teamwork - A motivated and diverse team brought energy and persistence to the event. Their ability to multitask between regular duties and outreach activities ensured seamless operations.  
  3. Support from Stakeholders - External support from NHS England and local businesses enhanced both morale and logistical capacity, demonstrating the value of stakeholder collaboration in scaling outreach efforts.  

Recommendations for Similar Projects  

  1. Plan for Contingencies - Anticipate challenges such as venue restrictions or equipment issues. Establish backup plans, such as alternative power sources or mobile setups, to prevent disruptions.  
  2. Engage Trusted Leaders - Partner with community leaders and influencers to build credibility and encourage participation. Their endorsement can significantly enhance outreach efforts.  
  3. Focus on Cultural Relevance - Tailor messaging and services to the community’s cultural and religious values to foster trust and engagement.  
  4. Track Data for Continuous Improvement - Collect and analyse engagement and vaccination data to refine strategies for future initiatives.  
  5. Secure Flexible Contracts - Ensure contracts with venues and suppliers allow for adjustments to accommodate unexpected circumstances.  

Single Most Important Advice  

Be adaptable and proactive - success depends on your ability to respond quickly to challenges and engage the community meaningfully.  

By addressing logistical and cultural barriers with flexibility and collaboration, initiatives can achieve meaningful and lasting impact, even in complex settings.

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Next steps, sustainability and scaling

Explain what you plan to do next to develop and sustain the work and scale it (if appropriate).

Building on the success of the Woodgrange Covax outreach Educate Vaccinate initiative at the GPU Fair 2024, several next steps have been identified to sustain and expand the initiative. These plans focus on consolidating achievements, addressing gaps, and scaling the approach to reach a broader audience, ensuring long-term impact in vaccine uptake and health equity.  

1. Strengthening Follow-Up Mechanisms  

Sustained community engagement is essential to maintain trust and encourage long-term health-promoting behaviours. The team plans to establish a robust follow-up system, including:  

  • Community Clinics: Hosting recurring vaccination clinics in accessible locations within high-need areas.  
  • Outreach Calls: Regular follow-up calls to individuals engaged during the fair, offering reminders for second doses or other vaccines.  
  • Feedback Loops: Collecting and analysing attendee feedback to refine future outreach strategies.  

By creating touchpoints beyond the GPU Fair, we aim to foster ongoing relationships and reinforce vaccine confidence.  

2. Expanding the 5Ms Framework

The "5Ms" approach has proven highly effective. To scale this model, we will:  

  • Localise Messaging: Develop culturally relevant content tailored to additional communities in Newham and neighbouring boroughs.  
  • Train Mentors: Build a larger network of community leaders and influencers who can advocate for vaccination within their spheres of influence.  
  • Increase Mobility: Invest in more mobile clinics to ensure wider geographical coverage and improved accessibility for underserved populations.  
  • Enhance Monitoring: Use advanced tools to capture real-time data on vaccine uptake, engagement metrics, and community sentiment to inform strategy.  

3. Partnerships for Broader Impact  

Collaborations with trusted stakeholders will be expanded to include additional local businesses, faith organisations, and health advocacy groups. Specific plans include:  

  • Partnering with schools and universities for youth-focused vaccine campaigns.  
  • Collaborating with local mosques, temples, and gurdwaras to integrate vaccine education into community events.  
  • Securing sponsorships from businesses to support logistical needs, such as transportation and resource distribution.  

4. Targeted Outreach for Hard-to-Reach Groups  

Insights from the GPU Fair highlighted the need to engage specific demographics, such as housebound individuals and those with limited digital access. Plans include:  

  • Dedicated Mobile Units: Increasing deployment to residential areas with limited healthcare access.  
  • Digital Inclusion Programs: Simplifying online appointment systems and providing digital literacy workshops to empower individuals in managing their health.  

5. Scaling to Other Boroughs  

The success of the GPU outreach provides a scalable blueprint. Collaborating with neighbouring boroughs like Tower Hamlets and Waltham Forest, we will:  

  • Share the 5Ms framework and lessons learned.  
  • Develop inter-borough outreach campaigns targeting similar communities.  
  • Advocate for regional funding to support expanded operations.  

6. Securing Long-Term Funding  

Sustainability requires consistent financial support. We will:  

  • Submit proposals to NHS England and local government for expanded outreach funding.  
  • Explore grants from public health organisations and private sector sponsors.  
  • Advocate for budget allocations within local health boards to prioritise vaccine confidence programs.  

Conclusion  

Sustaining and scaling the Woodgrange Covax outreach requires a multi-pronged approach that combines community-centric strategies, strengthened partnerships, and robust funding. By reinforcing trust, improving accessibility, and sharing the model with other regions, this initiative can continue to address vaccine hesitancy and improve public health outcomes on a larger scale.