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Emmerdale will air first look of new Covid-19 advert during break

A TV advert has been launched by the Government as part of its campaign to get people under 50 jabbed.

The 60-second advert will make its debut during Emmerdale on ITV on Monday at 7.15pm.

The Department of Health and Social Care (DHSC) said it is predominantly aimed at those under the age of 50 who will be offered their first dose.

But it also hoped to target the over 50s who are booked in for their second dose.

Over the weekend, figures confirmed more than half of the UK’s total population has received a first dose of a Covid-19 vaccine.

But vaccine hesitancy in Britain is highest among 16 to 29-year-olds, according to a survey carried out by the Office for National Statistics (ONS) in February and March.

It found some 12% of people in this age group said they had declined the vaccine, were unlikely to have the jab if offered or did not know if they would have a vaccination.

The new ad showcases the health workers and volunteers involved in the rollout of the Covid-19 vaccination across the UK.

It also show the millions of people across the country who have already had their jab.

The Government campaign – called “every vaccination gives us hope” – will also run across radio, multi-cultural media, social media and on billboards across Manchester, Liverpool and London.

Health Secretary Matt Hancock said: “Vaccines are helping us get back to doing the things we have missed – they protect you and those around you.

“This campaign is a remarkable and poignant reminder of everything we’ve been through as a country and everything we have to look forward to – as well as the tireless efforts of our volunteers, NHS heroes and the British people.

“Every vaccination gives us hope and I urge everyone to take up the offer of a vaccine when it comes, as we continue on the path back to normality.”

The British Medical Association (BMA) said it welcomed the campaign, with BMA GP committee chairman Dr Richard Vautrey saying: “Since the rollout of the programme the BMA has strongly encouraged everyone who is offered a vaccine to take it.

“It’s important that younger and less vulnerable people don’t confuse their lower risk of becoming seriously ill from the virus with no risk.

“We are all at risk of contracting the virus and, as we’ve seen throughout the pandemic, becoming seriously ill from it, including a growing number of people, both young and old, now suffering from long Covid.

“The fact is the pandemic will not be over for anyone until it is over for everyone – and to achieve that we need high uptake across all groups of people throughout the entire country.”

It features a cover of Dinah Washington’s What a Difference a Day Makes, recorded by songwriter and artist Shells.



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