Question reference: S6W-00471
- Asked by: Foysol Choudhury, MSP for Lothian, Scottish Labour
- Date lodged: 3 June 2021
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Current status: Answered by Humza Yousaf on 18 June 2021
Question
To ask the Scottish Government whether it will outline any specific initiatives in the marketing and communications strategy for the COVID-19 vaccination programme, which are aimed at reaching communities and citizens where English is not the first language.
Answer
The Scottish Government has worked in collaboratively with Public Sector and Third Sector colleagues to produce a number of assets as part of the marketing and communications strategy for the COVID-19 vaccination programme, some of which are outlined below:
1. In partnership with BEMIS and the Ethnic Minority National Resilience Network (EMNRN) we have gathered feedback from ME organisations to shape inclusive communications, which has influenced messaging and available formats. For example, we have used the insight to create a ‘Vaccine Explainer Video’ which provides key facts about the Covid vaccines for those who may be hesitant, or for those more likely to have been exposed to myths/misinformation. This video is currently being produced in BSL and in multiple community languages.
2. Key campaign information leaflets about the vaccine have been translated in various languages and accessible formats for inclusion on NHS Inform vaccine content for distribution via stakeholders.
3. Translated versions of the Roll Up Your Sleeves TV Campaign videos were produced in 7 community languages (Arabic, Cantonese, Hindi, Polish, Romanian, Urdu and Punjabi), with further translations development for the campaign targeting 18-49 year olds.
4. Translated versions of the ‘What to Expect at a Vaccination Site’ Walkthrough Video was created in partnership with PHS and MECOPP, with development including considerations to accessible wording and content.
5. A Ramadan Film was created in April 2021 in partnership with the British Islamic Medical Association – This video was to reassure Muslims who were concerned about getting the vaccine while fasting.
6. A Stakeholder Toolkit specifically created for ME communities for Phase 3 of Roll Up Your Sleeves was launched in April 2021 to all relevant stakeholders. The toolkit included social media posts which signposted to the language-specific pages PHS created.
7. A Myth Busting Film fronted by Dr Punam Krishan was launched in May 2021 and was reviewed by ME groups to ensure accessible wording/content and translated into 10 community languages. It addresses concerns about the vaccine such as not containing pork or animal origin and that it won’t alter DNA. This was shared on Dr Krishan’s IGTV, through SG channels and shared via PHS and NHS Boards.
Other examples of initiatives can be found in the Vaccine Deployment Plan: Coronavirus (COVID-19): vaccine deployment plan: update - March 2021 - gov.scot (www.gov.scot)