Wigan Council and partners implemented a targeted, insight-led programme to increase uptake of the Measles, Mumps and Rubella (MMR) vaccine in response to rising measles cases and declining vaccination coverage.
Synopsis
Focusing on underserved populations, including young adults, deprived communities and migrant groups, the programme combined community engagement, flexible vaccination delivery and targeted communications. Over 2,800 residents were engaged and more than 100 vaccinations delivered through outreach activity. The programme highlighted the importance of trusted community relationships, data-informed targeting and integrated working across partners. Key learning has informed future approaches to improving vaccination uptake and reducing health inequalities.
Background: What inspired it?
In 2025, increasing measles cases nationally and suboptimal local vaccination coverage prompted action across Wigan. While uptake for the first dose of MMR was relatively high, MMR2 coverage (90.6 per cent) remained below the 95 per cent threshold required for herd immunity.
Variation across neighbourhoods and evidence of lower uptake in underserved groups, including deprived communities and migrant populations, highlighted the need for a more targeted and locally informed approach.
Objectives: What did you want to achieve?
The programme aimed to:
- increase MMR vaccination uptake, particularly MMR2
- reduce inequalities in access and uptake
- improve awareness and confidence in vaccination
- strengthen partnership working across health, local authority and community sectors
- test targeted approaches to engagement and delivery.
Approach: How was the project delivered?
A multi-faceted, partnership approach was developed, combining data insight, community engagement and flexible delivery models.
Targeted engagement
Priority cohorts were identified using local data and frontline insight, including:
- young adults (16 to 29 years old)
- residents in deprived communities
- migrant populations.
Engagement was delivered through:
- family Hubs, community centres and colleges
- faith and voluntary sector organisations
- community events and outreach sessions.
Culturally appropriate messaging was developed, including work with Romanian communities through trusted local partners, enabling myth-busting conversations in familiar settings.
Flexible delivery models
Different providers delivered complementary approaches:
- GP Alliance: Caccination clinics (including evenings/weekends) and a Mobile Consultation Unit reaching homeless and vulnerable groups.
- Federation Healthcare: Community outreach combined with pop-up clinics and education sessions.
- Health First CIC: High-volume engagement and insight gathering in community settings.
Communications
A targeted communications campaign used digital and physical channels, generating over 1.6 million impressions to raise awareness and prompt action.
Impact: Ehat difference did it make?
The programme achieved measurable reach and engagement:
- over 2,800 residents engaged across providers
- Sixty nine community engagement sessions delivered
- over 100 vaccinations delivered through targeted activity
- significant digital reach through targeted communications.
Qualitative impact included:
- increased awareness and understanding of MMR
- improved trust through use of community leaders and familiar settings
- stronger partnership working across organisations.
However, conversion from engagement to vaccination varied, with some models achieving higher uptake than others.
Learning: What have you learnt?
Several key lessons emerged:
- Targeted approaches are more effective than universal messaging, particularly when informed by local insight.
- Trusted community relationships are critical in addressing hesitancy.
- Co-locating engagement and vaccination (or providing rapid follow-up) improves uptake.
- Data quality is essential, with miscoding identified as a barrier to effective targeting.
- Engagement alone is insufficient - conversion to vaccination must be actively designed.
What would you do differently?
- strengthen data collection and reporting to better measure impact
- improve integration between engagement and vaccination delivery
- introduce behavioural approaches to reduce missed appointments
- focus more explicitly on conversion rates, not just engagement
- develop and embed a community champion model earlier.
Recommendations for other councils
- use local data and frontline insight to identify priority groups
- work with trusted community organisations and leaders
- combine engagement with accessible, flexible delivery options
- ensure strong data systems and reporting mechanisms are in place
- focus on outcomes (vaccination uptake), not just activity levels
- build sustainable partnership models across sectors.