Vaccine uptake among younger people in the UK is slowing. In response, the NHS has joined forces with YouTube to promote the vaccine to younger generations. As the UK enters the final push for vaccinations, brands may have a role to play in helping authorities reach resistant audiences.

The Sun has a long history of running public service campaigns, and Jabs Army, the newspaper’s initiative to support the UK’s vaccine rollout, builds on this legacy. By using its patriotic platform to appeal to a growing mutual aid mindset, it has tapped into a wider shift in the public’s mood.

Dating profiles are being leveraged to promote the uptake of the Covid-19 vaccine, in an unlikely coupling between the UK Department of Health and Social Care and leading dating apps. With vaccine hesitancy particularly pronounced among young people, the move hopes to nudge people to get jabbed.

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.