South West London CCG Annual Report and Accounts 2020/21

trusted sources in the community and NHS, and co-develop the messages. Our six borough plans have four key elements to build confidence, however, the specific populations of focus are locally informed by the indices of multiple deprivation and data on vaccine uptake. These elements are: • Broad community engagement • Working with local influencers • Supporting engagement in primary care • Social media and digital content Broad community engagement We have been working with the voluntary and community sector to host community conversations, to hear and respond to feedback, answer questions and gather insight. We champion every contact counts, supporting staff to have ‘confident conversations’ with local people and patients. Signposting people to our single source of truth, the NHS South West London CCG website. Working with local influencers Working with key local influencers (faith leaders, community champions, health care professionals) we have been leading and hosting conversations, building trust and confidence in the vaccine within our diverse communities. Our event for the South West London Muslim communities, led by Shaykh Suliman Gani, the Imam of Purley Mosque, continued to have impact through the webinar being shared through the Imam’s private broadcast channel reaching over 30,000 people. Supporting engagement in primary care We have been signposting people who have declined their invitation to be vaccinated to community sessions and are working with practice link workers and social prescribers to reach local people. We ran Q&A sessions with social prescribers and link workers in Merton and are planning a larger South West London session at time of publication. We have made sure that our link workers are connected to the London wide training programme to support them to speak to local people. To support uptake of the vaccination, three personal approaches are offered by GP practices to patients: text or letter to offer appointments, follow up with phone call from the practice, follow up call with their GP. We have been offering engagement and primary care support to GP practices with low uptake to support follow up on decliners in Croydon in particular. Social media and digital content All our social media and digital content work is underpinned by culturally relevant content, featuring trusted community influencers, including paid-for boosted and targeted local content on social and digital media in postcodes where there is lower uptake. We have been mapping and targeting local media aimed at ethnic minority groups and continue to produce materials in different languages and formats on request. We are 66 | NHS South West London Clinical Commissioning Group