The approval of multiple COVID-19 vaccines introduced a glimmer of light to the end of the pandemic tunnel. Yet while many have welcomed the news, others remain sceptical. Canvas8 polled 1,000 Britons and spoke to eight people to find out where they turn to for trusted medical info.

Healthcare inequities and historical trauma have left Black Americans with a reluctance to accept interventions pushed by public health authorities. As pandemic exit strategies hinge on the uptake of a vaccine, there’s a need to engage trusted, culturally relevant figures with the vaccine effort.

Misinformation has been a near-constant of the coronavirus pandemic and it’s starting to influence Britons’ attitudes to vaccination. At a time when anti-vaxxer sentiment poses a crucial threat to public health, there’s a demand for brands and services to help people access the facts.

Big Pharma’s reputation has been tarnished over the years by high drug prices and the opioid crisis, but the coronavirus pandemic could be a pivotal moment for the industry. Canvas8 spoke to Oksana Pyzik, a senior teaching fellow at UCL, to find out how pharma firms can regain people's trust.