THE CHALLENGE
Data collected by Camden Council suggested that the COVID-19 vaccination rates of pregnant women from Afro-Caribbean and Bangladeshi backgrounds are amongst the lowest in the borough. As a result, Camden Council sought to understand vaccine hesitancy amongst pregnant women and those who are planning a family from Afro-Caribbean and Bangladeshi communities in the borough to inform their communications practices.
Isabelle
LEAD RESEARCHER
Emma
RESEARCH CONSULTANT
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Hayel
COO & CO-FOUNDER
THE INNOVATION
Our ethnographic research, utilised a series of walkalongs in the Camden borough and participant home visits, to delve into the heart of vaccine hesitancy amongst pregnant women and those who are planning a family from Black Afro-Caribbean and Bangladeshi backgrounds.
THE IMPACT
Our research led to the creation of a strategic handbook that transformed Camden Council's approach to communicating with pregnant women and those planning families in the local borough.
By integrating real stories and lived experiences of women from Black Afro-Caribbean and Bangladeshi backgrounds, the insights bridged the gap between the Council and its residents, fostering more authentic and effective communication.
This approach not only amplified underrepresented voices but also empowered the Council to build trust and resonance with these communities, ensuring their needs and perspectives are at the heart of local health and family planning initiatives.
Collaborating with Maryam and Emma from the Word on The Curb team on this project was an exceptional experience. Their dedication, creativity, and deep understanding of the subject matter truly stood out. They not only executed the project with excellence but also brought forward a pivotal shift in the research approach during the final stages that significantly elevated the overall impact. Their innovative thinking and strategic insights were invaluable, and I am thrilled with the results we achieved together. Maryam and Emma demonstrated what true partnership and expertise look like, making this collaboration a standout success.
Sharon Dunn, Participation Lead, Camden Council
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