Community First: A vaccine success story from the potteries

The focus was on groups who often face barriers to accessing healthcare, including asylum seekers, refugees, women in domestic abuse refuges, and people experiencing homelessness. Pop-up clinics took place, making vaccines more accessible and using respected community voices to share accurate information and challenge myths. This approach was not just about solving an immediate problem, but was also part of the council’s larger goal of reducing health inequalities and engaging communities.

In July 2023, Stoke-on-Trent experienced its first measles outbreak in years, affecting a number of unvaccinated children in a primary faith school and an early-years setting in an area of high deprivation and ethnic diversity. There were 7 confirmed and 6 probable cases. Through engagement with the local community, the outbreak was contained and used as a ‘call to action.’ It was clear that we needed to act to improve MMR vaccine uptake, especially in communities with lower vaccination rates.

The project focused on identifying areas with the lowest vaccine uptake by analysing data from general practices and the Child Health Information Service. This helped to target groups most in need, many of whom faced significant barriers to healthcare. We worked with community leaders to tackle misinformation, especially myths about vaccines causing autism, and shared clear, accurate information to build trust. By involving trusted figures, for example, local faith leaders in the community, the project aimed to restore people’s confidence in healthcare services. The clinics themselves were designed to be easy to access and sensitive to different cultural needs. 

Since the project began, it has made a real difference. Vaccine uptake for both doses of MMR at five years of age increased by 3.1 per cent, rising from 83.4 per cent to 86.5 per cent in less than a year (2023/24 COVER data). Across 13 pop-up clinics, 47 vaccines were administered, and the project created new opportunities for building trust and ongoing collaboration with local communities.

The project was a finalist in the ‘Community Involvement’ category at the Local Government Chronicle Awards 2025.

Stoke-on-Trent City Council's Corporate Strategy 2024-2028 - Our City, Our Wellbeing outlines seven priorities to improve community wellbeing, including a Healthier City and a Fairer City. The strategy seeks to adopt an approach based on community-led development of prevention, support and enterprise activity, working with our partners, including voluntary, community and faith organisations. Key values in our Strategy include Empowerment of our communities and Partnership. This project is an example of Stoke-on-Trent City Council’s efforts to reduce health inequalities through meaningful community engagement.

What made it work

Stoke-on-Trent City Council built rapport with local faith and Voluntary, Community and Social Enterprise sector organisations during the COVID-19 pandemic. A network of locally trusted organisations was identified, many of which are from inclusion health groups. One of the key elements of this project’s success was working with these trusted voices, such as faith leaders and community champions, to develop and then provide culturally sensitive information, advice and support to those residents at increased risk and set up MMR vaccination clinics (facilitated by the NHS Targeted Vaccination Team) in community venues. 

These trusted voices in the community played a big part in allaying doubts and encouraging people to get vaccinated. For example, a partnership with a support service for asylum seekers led to successful vaccination clinics being held before Ramadan, thanks to volunteers who promoted the sessions within the community. We ensured messaging was culturally appropriate and easy to understand. Posters highlighting the availability of “pork-free” vaccines reassured certain ethnic minority groups, and materials were translated into different languages to make sure everyone felt included.

Venues like domestic abuse refuges and community hubs became safe spaces where underserved groups could access vaccines and healthcare advice. This approach helped build trust with people who might not normally engage with healthcare services.

The project’s success came down to a combination of thoughtful planning and strong

partnerships. Data was used to pinpoint areas with the greatest need, ensuring resources were focused where they could make the biggest difference. The design of the project, with its emphasis on working with communities and tapping into their local expertise, ensured that it met local needs and respected cultural differences. As requested by the local community, we organised pop-up clinics in community venues like family hubs, libraries, and refuges which helped remove practical barriers to accessing vaccines, while addressing common myths about vaccines directly helped to change attitudes and behaviours within the community.

The feedback from families and community members showed how much this project was appreciated. Parents were grateful for the convenience of on-site clinics, particularly in settings like contingency hotels and refuges, where getting access to healthcare is often a challenge. Many families felt reassured by the involvement of trusted community champions who could answer their questions and provide support. As part of this initiative 21 children’s health records were updated, helping families better understand their children’s vaccination status and improving health awareness overall.

Councillor Majid Khan, cabinet member for health integration and wellbeing at Stoke-on-Trent City Council, said: 

“This successful initiative has shown the importance of partnership working, increasing accessibility and sharing accurate information when it comes to improving health outcomes in our communities.

“As a local councillor, it has been important to me to use my position to help serve those in our city that face barriers to healthcare, including those who I see regularly as part of my faith. This has meant helping to facilitate sessions in local community and faith settings and identifying where these should take place, so we reach and engage as many residents as possible. 

"Vaccinations are the best form of protection against serious diseases and ensuring people have trusted information to make these important decisions about their health is something I am passionate about. Through this collaboration and making sure all residents no matter their background are informed, we can continue to reduce health inequality in Stoke-on-Trent and ensure health outcomes are improved for all.”

The lasting impact of this initiative lies in the trust and connections it has built between local communities, the council and healthcare teams. Recent work has continued to engage with people seeking asylum about childhood vaccinations and to engage with parents, carers and young people to increase awareness of and confidence in the human papillomavirus (HPV) vaccination. Moving forward, the council plans to build on this success by including other vaccines in similar programmes.

There are further plans to run workshops to help communities better understand the NHS vaccination schedule and work continues with Councillor Khan to strengthen ties with trusted community organisations, including faith groups, to increase vaccination uptake and tackle broader health challenges. By embedding these practices into its long-term health strategy, Stoke-on-Trent City Council is making sure this approach remains sustainable. In our view this project is a good example of how involving the community can reduce inequalities and lead to better public health outcomes.

Contact: Laura Mason, Public Health Programme Manager 

Email: [email protected]