Leith launches Vaccines confidence campaign

Roll Your Sleeves Up: Vaccines confidence campaign launches

The Leith Agency’s new campaign for the Scottish Government launches today. The campaign is designed to encourage people to get vaccinated for COVID-19 as soon as they are eligible.

The ‘Roll Your Sleeves Up’ campaign emphasises the importance of the vaccine and its safety, as well as the prioritisation list set out by the Joint Committee on Vaccination and Immunisation (JCVI) to ensure those most at risk are vaccinated first.

Acting as a rallying cry for Scotland to “roll up your sleeves”, the campaign features people from all walks of life rolling up their sleeves and explaining why they’re making that choice, to reassure and motivate others to do the same. The campaign also features radio, outdoor, digital and social videos, press and partnerships.

“We’ve worked with the Scottish Government for a long time now, but this feels like it could be the most important work we’ll ever do,” said Creative Directors, Phil Evans and Troy Farnworth. “We’re just really proud to play a part in helping Scotland out of this.”

Leith worked with Director Josh Feder of Josh & Saul Studio and Photographer Elliott Hatherley. It was produced by Tanami and Crew Network.

The ‘Roll Your Sleeves Up’ campaign will run from 21 January to the end of March 2021 across Scotland.


About the COVID-19 Vaccine for Scotland:

Vaccination will be offered to 4.5 million people in Scotland and is currently underway for residents of care homes for older people and their carers, frontline health and social care workers, and those aged 80 years and over. Local delivery is being led by NHS boards, who will contact those eligible to arrange their vaccination.

Those aged 70 and over and the clinically extremely vulnerable, including those on the shielding list, will receive their first vaccine dose by mid-February and those aged over 65 will receive their first doses by the beginning of March. Vaccination of the wider adult population will commence once the remainder of the JCVI priority groups are complete by early May.

Health Secretary Jeane Freeman said:

“Vaccination offers us greater protection against COVID-19 and it offers us hope that this year will be a brighter one. It is another vital tool in our work to suppress the virus, but other measures including testing, and lockdown restrictions remain absolutely essential to suppress COVID to the lowest possible level in Scotland.

“These three critical actions will help us protect the NHS and save lives, towards a brighter year ahead. However, we don’t yet know how well vaccination stops people transmitting the virus to others – which is why it’s essential people protect the progress we’ve made, and continue to follow the restrictions currently in place, whether they have been vaccinated or not, while vaccine delivery is rolled out across the country.”

Interim Deputy Chief Medical Officer Dr Dave Caesar said:

“No matter which vaccine you receive, each has passed a rigorous three-phase testing process, reviewed by independent regulatory and advisory bodies to ensure it is safe and effective. Your local NHS health board will be in touch with you to arrange your vaccination appointment when you are eligible, and I encourage everyone to get vaccinated as soon as they are eligible to do so.

“However, vaccination on its own it won’t be enough to win the race against this virus. Each one of us needs to do all we can – following the guidance, abiding closely to the restrictions, washing our hands, wearing face coverings, maintaining 2m distance from each other – everything we can to slow down the spread of the virus and suppress its prevalence as low as we can, so that increasing vaccination can do the job we need it to do. Doing all of that will help you protect yourself, protect the NHS and save lives.”


For more information on the COVID-19 vaccine, visit nhsinform.scot or call 0800 030 8013.