Anyone who communicates, in the widest sense, on the vaccination roll out. • Whether you are producing a media campaign, a letter to system leaders or a Standard Operating Procedure (SOP) for frontline managers or clinicians, account of these Behavioural Insights will help with the impact of your document • It will also enable you to help the wider vaccination programme within your specific area of work Weaving these insights into letters and guidelines will have two positive impacts 1. The people reading them will be more widely reassured and more keen and willing to do what you are asking of them 2. It will remind the readers of their role in sharing these important messages more widely, thereby supporting others on the frontline and increased take up of the vaccine across the population Identifying your audience cohort • This pack focusses on high priority population cohorts, key to successful roll out and take up. These are • System Leaders, Manager and Coordinators • Health and Care Workers (Immunisers) • Care Home Residents • Over 65s • Health and Care Workers (Recipients) • Young People • In many cases, your document/ message will have one of these cohorts as the primary audience, e.g. guidance or a welcome pack for immunisers (Cohort: Health and Care Workers (Immunisers)). Weaving the relevant insights in to your message will reassure your audience and enhance your impact. • In other cases, the primary audience will be different but the “end” or “effected” audience will be one of these cohorts, e.g. for a guide to ICS leaders on mobilising immunisers, the end audience is Health and Care Workers (Immunisers). For a letter to GP practices supporting roll out in care homes, the end audience is Care Home Residents. • I.e. a letter or SOP to primary and community care (or their commissioners/ managers), on supporting roll out in care homes, can help to deliver take up by residents by nudging the primary audience to include reassurance in the model and messages employed with the care home and it’s residents. So, your primary audience may be ICS leaders or local system managers but your “end audience” includes care home staff and residents