Generation Vax: Leveraging intergenerational relations to increase routine vaccination uptake

This report delves into the question: Can we use social media to improve routine vaccination uptake among marginalized older adults – and can younger generations help? A survey and four focus group discussions held in Great Britain assisted with understanding the barriers towards routine vaccination and the best ways to engage different age groups from the target communities on social media. Younger people are still more likely to use social media and to engage with its content, while older people tend to use social media to keep up with friends and family members. However, evidence does suggest the younger generation can influence the health behavior of older relatives and therefore could be part of the solution.