New research into Covid-19 vaccine hesitancy: Family conversations could be key to increasing take up in B.A.M.E communities, suggests poll

The British Red Cross launches nationwide campaign to tackle vaccine hesitancy, including new research, film and information hub. Charity says having an “informed conversation with loved ones about the vaccine is a kind thing to do, that saves lives”. 

The British Red Cross has today (26 February) published new research exploring the issue of vaccine hesitancy in the UK, in particular among Black, Asian and Minority Ethnic communities.  

The data, which highlights vaccine hesitancy is higher in some, but not all, B.A.M.E communities, points to the particular importance of family as a source of information – and misinformation - about the Covid-19 vaccine.  

Black, Asian and Ethnic Minority Brits are nearly twice as likely to get information on the vaccine from friends and family; trust family more than any other source of vaccine information other than health professionals; and are much more likely to have discussed their decision about whether to have the vaccine with extended family.  

However, the extensive poll, which is the latest study into the issue, highlights that people from B.A.M.E backgrounds are over twice as likely to have spoken to family and friends about their vaccine concerns (31%, compared to the national average of 14%). They are also much more likely to have seen or heard information encouraging them not to have the vaccine (62% compared to 42% of the national sample).  

The British Red Cross says that given the significant role families could play in decisions around vaccine uptake, it is vital people are equipped with facts and information to have informed conversations. The charity says that having a conversation with a loved one about the vaccine is a kind thing to do, that saves lives.  

The polling data holds significant findings for policy makers, health bodies and organisations focused on increasing confidence and uptake in the Covid-19 vaccine. 

Top line findings 

• Family, along with healthcare professionals and scientists, are one of the most trusted sources of information about the vaccine. 81% of people from B.A.M.E communities say they would trust information from their family, which is higher than the government (66%) and the mainstream media (50%).  
• Vaccine hesitancy remains higher amongst some, but not all Black Asian and Ethnic Minority communities. The research strongly points towards people from B.A.M.E backgrounds not being approached as one homogenous group. The charity is calling for person-centred approach to communicating with individuals about the vaccine.   
• Outright rejection of the vaccine is far highest among respondents identifying as Black African, Black Caribbean or Pakistani.
• The majority (82%) of people from B.A.M.E communities who are vaccine hesitant say they could be convinced to have the vaccine. People are most concerned about side effects (57%), followed by the speed of production (36%) and ingredients (34%).   

The British Red Cross says that while the data shows that there is still hesitancy around the vaccine among some B.A.M.E communities, family conversations could be key to tackling hesitancy. The charity has launched a new film and information hub, to encourage families to have informed conversations about the Covid-19 vaccine, based on facts not fiction.  

Professor Geeta Nargund, Vice-Chair of the British Red Cross and senior NHS consultant and, says:  

“As a doctor, I know how important it is to reassure patients about the Covid-19 vaccine and address any concerns and hesitations they might have. Many people simply want to talk it through and also check if some of the information they have seen is accurate.  

Unfortunately, we know that people from B.A.M.E communities are far more likely to have received misinformation encouraging them not to have the vaccine. 

Critically, and especially for people from B.A.M.E communities, your family is also likely to play a big part in the decision to have the vaccine. The British Red Cross wants to equip people with accurate information so people can have kind, informed conversations with their family about the vaccine, based on fact not fiction. 

When it comes to family, a key thing to remember is that by taking the vaccine, you are not only protecting yourself but also saving the lives of your loved ones. Having informed conversations about the vaccine is a kind thing to do, that saves lives”. 
 
Eugene, 28, from Essex, who features in the film, talked to his cousin, Nana, about his reluctance to take the vaccine.  
 
“I don’t think I would say yes if they asked me tomorrow,” he tells Nana. “Everything about how the vaccine came to be just seemed a bit fast for my liking.”  
 
But after talking through his concerns, his attitude towards the vaccine changed.  
 
“It’s made me think about things I wasn’t considering before – like how what I do will impact on those around me.  
 
“I’m very much of the opinion that people need to do their own research - you shouldn’t be influenced by scare mongering. Reach out to people who are in the know and make your own decision.”  
 
“I’ve gone from a no, to actually yeah I think I would take it.”  
 
The research findings in more depth 

The findings highlight that families are a significant source of information on the Covid-19 vaccine among B.A.M.E respondents

• Family, along with healthcare professionals and scientists, are one of the most trusted sources of information about the vaccine. 81% of people from B.A.M.E communities say they would trust information from their family, which is higher than the government (66%) and the mainstream media (50%).  
• People in B.A.M.E communities are more likely to get their information on the Covid vaccine from family and friends (41%) than the national average (23%).  
• People in B.A.M.E communities are much more likely to have spoken to family members about whether or not to have the vaccine (80% compared to UK average 70%). 42% have spoken to a spouse/partner (42%, same as national average); parents (38% compared to 26% of national average); siblings (31% compared to 18% of national average).  

The findings highlight that concerns, misinformation and tensions about Covid-19 are playing out in B.A.M.E families 

• People from B.A.M.E communities are more concerned that family members might not have the vaccine: (43% compared to the UK average (32%) 
• People from BAME communities are far more likely to have seen or heard information encouraging them not to have the vaccine (62% compared to UK average 42%). They are also more than twice as likely to have shared articles and videos about their concerns about the vaccine (B.A.M.E 13% vs UK average 5%)
• 1 in 4 (28%) of B.A.M.E respondents say Covid-19 has caused tension in their family because of differing opinions. 17% say they have fallen out with family and friends because of their belief about the vaccine   
• However, over half (55%) feel more connected to their families than before the pandemic, compared to 34% national sample 

 
The findings highlight that B.A.M.E communities should not be treated as one homogenous group when it comes to vaccine hesitancy  

• Indian (85%) and, Chinese (89%) communities are just as likely to have already had/planning to have the vaccine as the UK average (87%).   
• The communities with the highest number of people saying they won’t take the vaccine or are not sure are Black Caribbean (46%), Black African (31%), and Pakistani (25%) respondents, compared to the UK average of 13% 
• While 82% of people from BAME ethnic groups who are hesitant about the vaccine could be convinced to take it, this accounts for only 68% of people from Black ethnic groups who are hesitant 
  
  British Red Cross’ campaign, which includes out of home digital advertising at over 650 sites across the UK, radio adverts and digital marketing, aims to encourage families to have informed, positive conversations about the vaccine, based on facts not fiction.  A film, featuring real-life family conversations about getting vaccinated, will be shared on social and digital channels.  

The campaign will direct the public towards an online vaccine hub.

Notes to editor:  
The British Red Cross commissioned an online survey conducted by Opinium, amongst UK nationally representative sample (n=2005); boost of ethnic minorities (excluding White ethnic minorities) sample (n=1000); boost of people from Black ethnic groups (n=503); boost of people from South Asian ethnic groups (n=508). Fieldwork was between Monday 15th – Tuesday 23rd February. Sample boosts were to ensure there was robust sample size to explore reasons for vaccine hesitancy amongst different ethnic groups and were weighted to be representative. 
 
British Red Cross  
 
The British Red Cross has reached more than 1.5million people since the start of the pandemic. Our volunteers and staff have delivered food and medicine to people’s doorsteps, got patients home from hospital and been there for people at their loneliest moments on our Coronavirus Support Line. We are now active and supporting at vaccination centres across the UK.  
 
Our online advice and information has been there for everyone, whether you’re an individual struggling with loneliness or a healthcare worker or volunteer who needs help to protect your own mental health as you help others.  
 
For over 150 years, the British Red Cross has helped people in crisis, whoever and wherever they are. We are part of a global voluntary network, responding to conflicts, natural disasters and individual emergencies. We enable vulnerable people in the UK and abroad to prepare for and withstand emergencies in their own communities. And when the crisis is over, we help them recover and move on with their lives. www.redcross.org.uk

For more information

Contact: 
Maddie Waktare – Madaleinewaktare@redcross.org.uk/ 07793 167 035  
Abi Smith -  AbigailSmith@redcross.org.uk/ 07595 414 790 

Out of hours: 07710 391 703