Case Study: Birmingham Women's and Children's NHS Foundation Trust boosts flu vaccination uptake with NHS Employers

Birmingham Women's and Children's NHS Foundation Trust - Customer Case Study

Birmingham Women’s and Children’s NHS Foundation Trust worked with **NHS Employers** to improve flu vaccination uptake across nearly 6,000 staff at multiple hospital and community sites. The trust’s challenge was to keep uptake high while avoiding the perception that vaccination was being driven by financial incentives, and to tailor messaging to different staff groups, including those in mental health services and maternity.

**NHS Employers** supported the trust with a behaviour-change flu fighter campaign that included “Get a jab, give a jab,” matching each staff flu vaccination with ten tetanus vaccinations donated to a UNICEF project. The trust also used targeted messaging about patient vulnerability and a postcard feedback campaign to understand and address staff concerns. The approach was very well received, helped reinforce the trust’s values, and sustained strong flu vaccination engagement.

Birmingham Women's and Children's NHS Foundation Trust