JCP Portfolio


My role as communications officer supports the vaccination service to share messages locally about who is eligible, for which vaccinations and how they can get them. Part of my work focuses on the COVID-19 vaccine uptake during the seasonal campaigns spring and autumn, we are the lead organisation responsible for COVID-19 communications for the Dorset system.

This report looks at the creation of and learning from the 2022 and 2023 seasonal COVID-19 local campaigns.

Why the JCP apprenticeship

After studying marketing, advertising and PR I have worked in several public sector and charity roles always with a foot in communications, this is my first full communications role. I took on the apprenticeship to top up my education in the sector with an up-to-date qualification. Helping to compliment my experience gained through working in the field. With the aim to bring new skills around producing content and strengthen ability to capture learning and evaluation of campaigns.

My current role is fixed term and there is a need to demonstrate its value.



Exploring all information available to inform the design of the local message for our campaign including:


National information:

  • What is the confirmed eligibility cohort for the COVID-19 vaccination?
  • What resources and messages are available for the campaign nationally?
  • What is the national message this year – ‘Boost your immunity.


Southwest Regional information:

  • What are other areas doing for their campaign – market research
  • What is working well?

Localised intel

Using more localised inteligence about the vaccine and uptake inlcuding:

  • What do we know about vaccine uptake in Dorset?
  • Where and who should we focus our efforts on for increasing uptake – what is the direction from the operational cell at NHS Dorset?
  • Data from Public Health Dorset dashboard – confirming which cohorts and areas we should focus health inequalities efforts.
  • Insights work, community engagement. Feedback from members of the public at engagement events told us that they switched off from the national messaging.

Campaign brief

Service background

The vaccination communications officer role sits within Dorset HealthCare, supporting the Integrated Vaccination Service who deliver COVID vaccinations through a network of community-based clinics, as well as house visits and care home visits.

The system wide COVID communications responsibility also sits within this role, as the lead provider. They are responsible for creating and sharing key messages, resources, and artwork for partner organisations in Dorset, to public and charity sector organisations as well as other vaccine delivery sites such as GPs and pharmacies. 

Aim of campaign

To create a localised COVID-19 message to encourage Dorset public and health and social care workforce to get their booster vaccine. Focusing mainly on those that may need a bit of a nudge, helping people to engage with the vaccination service and get the jabs they are eligible for. Based loosely on the national message ‘boost your immunity’ develop a message that, acknowledging vaccine apathy, has an impact locally.

Service design method - an illustration

This illustration demonstrates that most people know about COVID-19 and are aware of the vaccine, mostly those eligible for their booster vaccine will also be aware. Development and roll out of a local campaign, supports the Dorset vaccination service to help people engage with the programme and ultimately get their booster to protect themselves and those around them from the virus. 

service design comms.jpg


For each season the cohort of people eligible is released by the Joint Committee on Vaccination and Immunisation (JCVI). Usually with this information being shared with local systems very close to go live dates. 

During the autumn/winter programmes health and social care staff are also eligible to get both their COVID and flu vaccinations. 

For autumn 2022 COVID-19 Booster 

For spring 2023 COVID-19 Booster

For Autumn 2023 COVID-19 Booster


Residents in a care home for older adults and staff working in care homes for older adults

Residents in a care home for older adults and staff working in care homes for older adults

Residents in a care home for older adults and staff working in care homes for older adults

Frontline health and social care workers

All adults aged 75 years and over

Frontline health and social care workers

All adults aged 50 years and over

People aged in a clinical risk group or immunosuppressed

All adults aged over 65

Pregnant women


Pregnant women

People aged 5-49 years in a clinical risk group


People aged 5-65 years in a clinical risk group (certain underlying health conditions)

People aged 5-49 who are household contacts of people with immunosuppression


People with immunosuppression

People aged 16-49 years who are carers


People aged 16-65 years who are carers and household contacts of someone at risk




Communication timelines

This flowchart shows the commuincations process for creating and sharing key messages with partner organisations helping to promote, staff and eliible members of pubic. 


Schedule of sharing messages:

  1. Local artwork and key messages established for campaign (including print and digital)
  2. Stakeholder updates 
  3. Press releases 
  4. Key areas of focus for system to support  - share any new content created inc, videos, images, articles, blurb 
  5. Social media themed weeks throughout the programme 


Autumn 2022

August – planning phase and gathering content

September – launch of autumn/winter campaign

October – December – vaccinating phase, continued messaging and promotion of additional pop-up clinics

December – promote walk in appointments as booked appointments ease and health inequalities pop ups

January – mop up clinic’s promotion

Spring 2023

February – planning phase and gathering content

March – launch of spring campaign

April – June – vaccinating phase, continued messaging and promotion of additional pop-up clinics

Autumn 2023

August – planning phase and gathering content

September – launch of autumn/winter campaign

October – December – vaccinating phase, continued messaging and promotion of additional pop-up clinics

November - Children's community vaccination clinics open

December – promote walk in appointments as booked appointments ease and health inequalities pop ups






Autumn 2022

Designing the artwork and coming up with the original concept led by comms officer. Working together and leading brainstorming and creative sessions with in-house designers across the system a partnership working example that is not often used for design within Dorset NHS currently. Mocks ups and working drafts discussed and refined with regular touch points with operational teams and system leads. 

Development of a campaign toolkit for sharing of assets. 

Campaign toolkit 22.png

Spring 2023

A refresh of the artwork, to include more white space giving the spring campaign a slightly fresh look and feel with the same brand and message. New artwork and resources shared.

white poster example.png       white poster example 2.png   Spring_Booster_May_June_232.jpg

Autumn 2023

Commincations officer secured additional funding to have a photoshoot with local people and local staff, with a focus on Dorset faces, places and spaces to help localised our campaign even further. Encouraging people to recognise themselves in the message.

Creation of a new suite of artwork and resources shared. 

toolkit 2.jpg

With further resources added focusing on local places and spaces as the main image, in programme and shared - 

Social Media 1x1_Booster_Public AW23 1.1.jpg  Social Media 1x1_Booster_Public AW23 1.12.jpg Social Media 1x1_Booster_Staff AW23 1.1.jpg  Social Media 1x1_Booster_Staff AW23 1.24.jpg

Tools and channels

Following on from the success of our local campaigns for autumn 2022 and spring 2023. We will continue our approach to communicating about COVID-19 (and flu) to our key audiences and use a range of channels to share key messages. Our overarching strategy is to promote who is eligible, how and where people can get their jabs and convey the benefit of taking up these vaccinations this autumn/winter.  

As the lead organisation (for communications) we continue to work closely with NHS Dorset SVOC team and system partners to ensure messaging is factual and reflects our local offer.  

Stakeholder updates are sent regularly throughout the campaign phase together with press releases to encourage media opportunities. 

The website is our shop window and where our key audiences will go first to find out information. All content available on the Dorset COVID-19 Vaccination Service webpages to be regularly reviewed and updated

A resource toolkit will be created and shared with all partners and other relevant stakeholders (e.g., Public Health Dorset, local authorities, GPs) providing localised messages and assets for them to populate their own channels and share including social media.

Videos will be created highlighting the importance of immunisations which can be shared across a range of channels.

Radio advertising with Greatest Hits Radio – reaching our target audience across the county.

Paid for advertising in printed and/or online publications can target key audiences, as well as Facebook advertising subject to the availability of funding.

N.B Primary and secondary school aged flu vaccines are run by the School Age Immunisation Service, part of Dorset HealthCare’s Integrated Vaccination Service. The service is supported by the vaccination communications officer and has its own communications plan that runs alongside the ‘Give yourself a Boost’ wider campaign. Please see webpages for more information and resources.


Autumn and winter COVID-19 booster and flu vaccine





To increase uptake in the COVID booster and flu vaccination amongst health and social care staff and eligible wider population groups.





·         DHC internal

·         Wider health and social care staff


·         Over 65+

·         Pregnant women

·         Carers and unpaid carers

·         Immunosuppressed and at risk

·         2-3yrs (flu only)

·         School age children (flu only)



Social media, webpages, e-bulletins, video

Inc. use of paid for social media advertising



Posters, leaflets, radio, signage and wayfinding


Local media,

TV coverage, radio interviews and print media



To ensure information on who and how to access the COVID-19 booster and flu vaccination is readily available



NHS Dorset, BCP Council, Dorset Council, Public Health Dorset, SVOC, DHC vaccination operational team, NHS England Southwest.


Local artwork, patient stories, staff stories, engagement events, national assets and resources, releases and videos.


To search ‘Dorset vaccination service’ online for more information about local clinics and to book vaccination appointments via national or local booking systems.



Communications Officer

Engagement Officer

Comms Director for DHC

Vaccination programme Senior Responsible Officer (SRO)

Lead spokesperson – Chief Medical Officer

Health inequalities and uptake lead



Utilise partnership networks effectively


Barriers and myths around the vaccination


Vaccine apathy across the county




Number of hits to webpages

Number of shares and likes on socials

Number of appointments booked



Staff feedback and experience

Patient feedback and experience

React and share webpage feedback



Use of QR codes

Booked appointments in specific site areas


Example of staff vaccination comms content for September 2023

Week starting

Description of activity




11 September  

Launch of ‘It’s time to Give yourself a Boost’ 2023 campaign


Share first stakeholder update of the autumn/winter 2023 phase


Sharing of artwork across the system – to include webpage banner, social media images and posters, e- signature images

Importance of health and social care staff staying well this winter


Why it’s important for health and social care staff to get both vaccines


Get vaccinated from October


Peer vaccinator and Flu champion information




MS Teams channel




Staff Facebook page



DHC and wider NHS Dorset system comms colleagues

18 September

Sharing regular messages via multiple channels

Why it’s important for health and social care staff to get both vaccines


How to book your jabs

Video - Web pages


Staff Facebook

SMT meetings


DHC staff

28 September

Peer encouragement sharing staff stories

Staff experiences


Web pages


All staff



External campaign – public facing

To measure the success of the campaign I will look at the number of:

Stakeholder bulletins, press releases sent, media articles and radio interviews, social media shares and likes, webpage hits and ultimately number of jabs given.

Internal campaign- health and social care (H&SC) staff (autumn only – H&SC workers were not eligible for spring 2023 covid-19 booster).

All staff bulletins, intranet news articles, number of staff Facebook posts, social media interactions, approx. appointments made. 


Measuring success of both campaigns using google analytics data and Meta data to track campaign reach and traction.

External digital campaigns


Stakeholder bulletins

Press releases

Media articles

Radio/TV interviews

Top social media  

External Service Webpage hits

Intranet pages (staff views)

Survey responses and or video views

Autumn campaign 2022








30,702 page views

(23,642 unique page views)



Spring campaign







7.8k reach, 14 reactions, 28 link clicks, 14 comments and 21 shares

7,748 page views (5,988 unique page views).


21 survey responses


85 video views

Autumn 2023 (so far)













Internal campaign – autumn 22 only (as health and social care staff were not eligible for spring covid-19 booster and autmn 2023 is still running).


staff bulletin articles

Intranet News and other articles

Posters shared

Social media biggest impact post

Webpage hits

Autumn campaign 2022







Analysing the findings

Boosted campaigns, gave us the most return on investment allowing the campaign to reach more people.

Social media posts did receive a few negative reactions and comments on Facebook from people who are against vaccinations.

Community engagement is key for sharing resources and information within communities.


Learning to take forward for next time

Benchmarking having a base line, logic modelling to help measure outcomes against initial assumptions. Boosted posts on social media work well for reach, budget for professional videos. Regular review checks – how is it going, anything to do more of anything to stop, add walk in clinics to Grab a jab site as soon as possible.

Summary and reflections

From planning and delivering the first autumn campaign a lot of learning was fed into the following spring campaign such as what was format was most engaged with, to what information the local population were telling us they were looking for. Continuing to strengthen our localised campaign message ‘Give yourself a boost’ with a slight introduction of more white space, local people and spaces in the artwork as we moved through the next two seasonal campaigns.

Establishing links with partners across the Dorset system has been key. Utilising established networks and groups to share messages and promote the service through many channels reaching those that are digitally savvy as well as some of the more traditional routes such as radio and print.

With the national guidance often sent with short notice and information around eligibility for a booster vaccine quite complicated, we kept our local message as timely and simple as we could for maximum engagement.

With regular messaging to the public, stakeholders and staff including any changes to clinic dates and times as these shifts and change due to the demand and need of the service across the county. Having an ear to the ground with operational developments and teams as a comms officer I can ensure messages are timely and information available on our webpages and other channels is up to date.

The spring 2023 campaign was smaller, due to less people being eligible for this booster jab the autumn winter campaigns shared a message about flu together with COVID-19 vaccines and for the latest campaign staff and public were able to receive these together in the same appointment.  

With money and budgets tight, access to health inequalities funding was a real lifeline which I taped into to secure additional funding to do a paid for radio campaign to sit alongside the print and digital elements.

Other portfolio evidence

    KSB criteria hit
Evidence no, Evidence (with links) K13 K14 K15 K16 K17 K18 K19 K20 S18 S19 S20 B5 B6 B7 B8
1 Persona profiles Yes       Yes Yes Yes Yes       Yes     Yes
2 Stakeholder mapping Yes     Yes Yes Yes   Yes             Yes
3 Content Planning Yes Yes   Yes Yes           Yes Yes   Yes  
4 Stakeholder update/breifing - example of writing Yes   Yes Yes     Yes Yes       Yes   Yes Yes
5 Press release - example of writing Yes   Yes Yes     Yes Yes Yes     Yes     Yes
6 Staff engagment video    Yes   Yes Yes     Yes Yes     Yes  Yes   Yes
7 Public engagment video   Yes   Yes Yes     Yes Yes     Yes Yes   Yes
8 Bid application for Radio funding Yes Yes Yes yes Yes Yes Yes   Yes   Yes Yes Yes    
9 Propsal for community Intel work Yes   Yes   Yes     Yes Yes Yes Yes Yes Yes Yes  
10 Sharing learning from community project Yes         Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes
11 Feedback from others   Yes             Yes     Yes Yes Yes Yes


COVID-19 hub