Libby Whittaker, Author at Self-Care Forum

Vaccines Work – so why are people hesitant?

Libby Whittaker — Tue, 14 Apr 2026 19:48:26 +0000

Blog by Helen Donovan – Self-Care Forum Chair, and Trevor Gore – Self-Care Forum Treasurer

The World Health Organization’s Immunization Week 2026 (24–30 April) is built around a simple but powerful message, “For every generation, vaccines work.” Research published in 2024 demonstrated that over the last 50 years vaccines have saved around 150 million lives, which equates to 6 lives every minute of every day (Andrew Shattock et al 2024). This has contributed to the reduction in child mortality which means of course, children go on to live productive lives. The UKHSA (UK Health Security Agency) has recently published data (UKHSA February 2026) showing that the pre-school vaccination programme saves around 5000 deaths and over 220,000 hospitalisations in England every year.

Vaccines obviously work, yet across many countries vaccination rates are falling. This raises an important question for those of us working in public health, behavioural science, and self-care.

If vaccines work so well, why aren’t more people taking them?

The term ‘Vaccine Hesitancy’ is defined as ‘delay in acceptance or refusal of vaccines despite availability of vaccination services. We know that the reasons for it are complex, including factors such as complacency, convenience and confidence. Part of the answer lies in human behaviour. We tend to assume that all vaccine decisions are rational, that people weigh up risks and benefits and make the “right” choice, for some of course this is true. In reality, however, behavioural economics tells us that decisions are often shaped by biases, social influences, convenience, trust, and emotion, the reasons will often overlap but it is where behavioural insights can help.

What behavioural economics tells us about vaccination.

Research shows that small changes to how choices are presented can have a big impact on behaviour. These “nudges” don’t remove choice, but they make the healthier option easier or more salient. Some, but by no means all, of the approaches that have shown promise include, making vaccination the easy default, and based on a presumption that the individual will get the vaccine they are eligible for; things like, pre-booked appointments, opt-out systems, or reminders that say “your vaccination is scheduled for…” can all significantly increase uptake.

Reducing friction can also improve uptake rates. Simple things like convenient clinic hours, pharmacy access, or workplace vaccination, remove barriers that often matter more than attitudes. Using trusted messengers also has a part to play, the way people are greeted when they contact the service and the way the messages are given, having a welcoming and friendly service helps to make people feel valued.

People are more likely to accept vaccines when the message comes from someone they trust and feel they can talk to.

It is accepted that health care professionals are generally the most trusted source of information (UKHSA 2025) but a trusted, community leader, teacher or peer will also often be more trusted than a national campaign.

Speaking to people about local needs and recognising any community issues are important, messages such as “most parents in your community vaccinate their children” can reinforce positive behaviours. This is part of the FOMO phenomenon (fear of missing out) or harnessing social norms. But behavioural economics also teaches us something important, that not all vaccine hesitancy is the same.

As said, vaccine hesitancy is recognised as being complex it is vaccine and context specific and varies across time. The term itself needs to be considered because individuals won’t recognise themselves as hesitant but say they have questions, which is surely to be expected for any vaccine, treatment or other medication. The reasons for vaccine hesitancy and the questions people have are often vaccine specific. the same nudge doesn’t work equally well for every vaccine. COVID-19 vaccination hesitancy often reflected mistrust in institutions, politicisation of the pandemic and concerns about speed of development. In these cases, nudges alone had limited impact. Trust-building and credible messengers mattered more.

MMR hesitancy, on the other hand, is often driven by misinformation (such as lingering myths around autism, even though this is completed refuted), perceived low risk of measles, parental risk aversion. Here, behavioural strategies that highlight social norms, child protection, and community immunity can be more effective.

In other words, different behavioural problems require different behavioural solutions.

What could we do differently?

As vaccination rates decline globally, the challenge isn’t just scientific or medical. It’s behavioural. Some promising directions include designing vaccination services around convenience and defaults, using trusted local voices rather than distant institutions, tailoring interventions to specific vaccines and communities, and combining behavioural insights with frontline clinical relationships.

It is seen as increasingly important that health care professionals are able to talk about vaccines with confidence using good communication skills, listening to what people are saying and addressing their individual concerns (WHO 2025).

Vaccines protect across generations, but ensuring people take them requires understanding how people make decisions. Behavioural economics gives us powerful tools to do exactly that.

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Nursing Leaders highlight the need for Vaccine Confidence

Libby Whittaker — Thu, 19 Mar 2026 17:02:51 +0000

Vaccination is a vital act of self‑care, protecting individuals, families and wider society.

Vaccination is a vital act of self‑care, protecting individuals, families and wider society. That was the message from Helen Donovan, public health nurse, immunisation expert and Chair of the Self‑Care Forum, when she gave evidence to the House of Lords Childhood Vaccinations Committee. She highlighted that vaccines have prevented an estimated 154 million deaths globally over the past 50 years, and stressed that they not only protect against serious illness but also support children’s long‑term wellbeing, learning and development. Yet with uptake declining and the collective memory of pre‑vaccine diseases fading, she warned of rising complacency—particularly in communities facing persistent barriers to healthcare. She argued that most children’s vaccines are given by nurses in primary care and called for better support for nursing staff to be enabled to do the job.

This call for renewed focus led by nurses is echoed by Jamie Waterall, registered nurse and Deputy Chief Public Health Nurse for England, writing in the Nursing Times. Waterall argues that nurses and midwives must lead the national effort to restore confidence in vaccination, drawing on their trusted relationships, community presence and ability to tackle inequalities. He emphasises the need for accessible, community‑centred services, strong professional leadership and clear, evidence‑based communication to counter misinformation and rebuild public trust.

Together, these perspectives underline a shared message: empowered nursing and midwifery leadership is essential to ensure vaccination—one of the most effective acts of self‑care—protects every child and adult who needs it.

Click here for the House of Lords Vaccine Committee Proceedings >

Click here for the Jamie Waterall, Nursing Times article >

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New research highlights need for better advice on antibiotics during ear infection consultations

Libby Whittaker — Thu, 19 Mar 2026 13:57:11 +0000

New research from the UK Health Security Agency (UKHSA) highlights a gap in both parents’ understanding of childhood ear infections and the information they receive during consultations.

The findings show that many parents still believe antibiotics are usually needed for ear infections, when that is often not the case. Ear infections are very common in children, but most get better on their own within around 3 days, although symptoms can sometimes last up to a week.

The research also suggests that parents are not always getting the explanation they need during consultations. Without clear advice on why antibiotics may not be necessary, parents can be left uncertain about how ear infections should be managed and what they can do to help their child.

The Self-Care Forum’s ear infection fact sheet can help by giving parents clear, practical advice on what to do when a child has an ear infection, how to manage symptoms, how long symptoms may last, and when to seek help. The fact sheet is designed to support shared conversations between health professionals and patients.

Chair of the Self-Care Forum, Helen Donovan, who is also a public health nurse, said it is worrying that 1 in 3 parents surveyed believe antibiotics are always needed.

“It is crucial to help parents better understand common childhood illnesses such as ear infections, including when antibiotics are not needed. Parents need clearer explanations during consultations so they feel more confident about managing symptoms and making informed decisions.”

Helen added that unnecessary antibiotic use can cause side effects in children and contributes to antimicrobial resistance. She said the Self-Care Forum hopes primary care colleagues will use its resources widely to support health literacy, improve understanding, and build confidence in safe self-care. The resources are designed to support shared conversations that promote self-care-aware consultations.

Click here for the UKHSA research on Gov.UK >

Click here for self-care fact sheet “middle ear infection in children” >

Click here for Living Self-Care Survey findings which reveal people want more help to self-care from health professionals >

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Ageing Well: Why Wellness and Self-Care Matter More Than Ever

Libby Whittaker — Wed, 18 Mar 2026 19:36:41 +0000

Blog By Trevor Gore, Self-Care Forum Treasurer

As populations age around the world, the relationship between wellness, ageing, and self-care is becoming impossible to ignore. I recently contributed to a report exploring these themes as part of the Global Wellness Institute’s Ageing Well Initiative, which focuses on understanding the needs and preferences of people aged 50+. The goal is not simply to help people live longer, but to support the conditions that allow them to live well for longer. A key insight from the work is that the conversation about ageing is slowly shifting. Instead of focusing mainly on treating illness, the emphasis is increasingly on maintaining wellbeing, independence, and capability throughout later life. Self-Care at the Heart of Wellness.

The World Health Organization (WHO), and the Self-Care Forum, offer a helpful definition of self-care:

“the ability of individuals, families and communities to promote health, prevent disease, maintain health, and cope with illness and disability—with or without the support of a healthcare provider.”

The WHO and Self-Care Forum also highlight that self-care is supported by seven interconnected pillars: health literacy; mental wellbeing and self-awareness; physical activity; healthy eating; risk avoidance; good hygiene; and the responsible use of health products and services. Together, these pillars reinforce the idea that self-care is not just an occasional wellness practice but a continuous set of behaviours that support health across the lifespan. Seen this way, wellness becomes less about avoiding illness and more about maintaining the ability to do the things that matter to you. Can you stay active, connected, and engaged in the activities you enjoy? Increasingly, these everyday capabilities are seen as key indicators of healthy ageing.

Click here for the Global Wellness Initiative Report “What is happening with Aging Well? Views from leading experts” >

Ageing Well Is Also a Social Issue

Self-care matters, but it does not happen in isolation. One challenge highlighted in the report is that many of our societies are not designed with ageing populations in mind. Cities, workplaces, and services often assume younger users, even though older adults increasingly want to remain active and independent for longer. Creating environments that support autonomy and dignity, through accessible spaces, supportive communities, and opportunities for continued participation, can make a significant difference to wellbeing. There are also interesting cultural dynamics at play. In many societies, ageing is still framed through the lens of youthfulness. Women often associate ageing well with maintaining appearance and a youthful attitude, while men tend to link it to fitness and physical capability. I write this just after International Women’s Day, but there are still worrying discrepancies between the sexes when it comes to ageing and illness/self-care. When illness occurs within couples, caregiving patterns often shift, where women are far more likely to take on caregiving roles, and men are statistically more likely to withdraw from them. These patterns underline an important point that wellness in later life is shaped as much by social expectations as by individual behaviour.

How Behavioural Economics Could Help

One promising approach to strengthening self-care comes from behavioural economics, which looks at how people actually make decisions. Even when we know what supports health, exercise, preventive check-ups, social engagement, we often delay or avoid these behaviours. Behavioural economics suggests small changes in how choices are structured can help people adopt healthier habits.

For example:

Automatic scheduling of preventive health screenings can increase participation.
Social programs and group activities can harness peer influence to encourage healthy behaviours.
Commitment tools or reminders can help people maintain exercise or wellness routines.

These small “nudges” can make preventive behaviours easier and more consistent.

Living Well for Longer

The key message from the Aging Well work is simple but powerful. Ageing well is not just about medical care, it is about supporting people’s ability to live meaningful, active lives as they grow older. Self-care forms the foundation, but societies also need to create environments, policies, and cultural attitudes that make healthy choices easier and enable older adults to remain capable, connected, and valued members of their communities.

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Public enthusiasm for self-care risks being squandered SCF President tells health and care leaders

Libby Whittaker — Tue, 24 Feb 2026 12:29:07 +0000

Writing in a thought piece for NHS Voices, which is read by health and care leaders and key NHS stakeholders, Self-Care Forum President Dr Pete Smith warns that, despite strong public interest in self-care, the NHS risks losing this momentum unless it closes the gap between how patients and health professionals understand and support self-care.

He argues that people are already investing increasing amounts of time, effort, and money into living healthier lives, which should create ideal conditions for delivering the NHS 10 Year Health Plan. However, a recent study suggests that many health professionals still view this shift with suspicion.

Click here to read NHS Voices blog “Public enthusiasm for self-care risks being squandered” >

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The Value of Nature for Self-Care

Libby Whittaker — Tue, 24 Feb 2026 11:39:09 +0000

Blog by Self-Care Forum Trustee, Professor Michelle Howarth

Self‑care encompasses the actions people take to maintain or improve their health, prevent illness, and manage existing conditions, often independently or with minimal professional support. The World Health Organization defines it as “the ability of individuals, families and communities to promote health, prevent disease, maintain health, and cope with illness – with or without support from a health or care worker.” At the SCF, we understand self‑care as the choices and behaviours individuals undertake for themselves, on behalf of others, and in partnership with others, to safeguard and enhance their health and wellbeing. The power of self-care is amazing and helps us to improve our mental health.

Good mental health is central to self‑care, underpinning essential behaviours such as emotional regulation, stress management, and sustaining healthy routines. This is where nature plays a particularly powerful role. It is well established that spending time outdoors, whether through a walk, a view across a field, or a more structured wellbeing activity helps restore balance and supports psychological wellbeing. Simply ‘getting outdoors’ can help us Move More and can boost your mood.

So, a good dose of “Vitamin N” (nature) can heighten our awareness, anchor us in the present moment, and reduce feelings of loneliness. Being in nature has been shown to lower anxiety, lift mood, and ease symptoms of depression. Moreover, February is ‘Health Month’ and, yes, you guessed it, nature can help improve heart rate , which is important for good heart health. Importantly It can also sharpen concentration, counter mental fatigue, and build resilience strengthening the very foundations of effective self‑care.

So, what’s not to love about nature? As spring arrives and daffodils unfurl alongside delicate snowdrops, take a moment even in the rain to step outside or simply look out of the window. Enjoy your daily dose of nature and all the amazing benefits it brings.

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Self-Care Awards 2026 Open for Entries

Libby Whittaker — Mon, 16 Feb 2026 17:15:57 +0000

Each year, we celebrate and recognise the outstanding self-care efforts taking place in our communities through the Self-Care Awards, and we are pleased to announce that this year’s awards are now open for applications.

If you are supporting individuals to improve their self-care practices—whether through education, social prescribing, personalised care, peer support, or other initiatives—we encourage you to apply.

Don’t underestimate the impact your work has. By empowering people to take control of their own self-care, you are equipping them with a lifelong skill that can positively transform their health and wellbeing.

The winner and highly commended entries will receive a small cash prize as a token of appreciation, courtesy of our sponsor the International Self-Care Foundation (ISF).

To simplify the process, we’ve moved our Self-Care Award submissions online. Please read the eligibility criteria before applying to understand how entries are judged and to maximise your chance of creating a stronger entry.

Click here to read details about eligibility and criteria and to access the online application form >

We would like to thank our international partner, the ISF for its help in sponsoring the Self-Care Awards. You can access the website here.

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King’s Fund: Is the UK the “sicker man of Europe?”

Libby Whittaker — Wed, 28 Jan 2026 18:14:20 +0000

Using recent OECD data, the King’s Fund asks whether the UK is slipping behind its peers on population health.

In 2023 (the latest available data), life expectancy in the UK was 79 years for men and 82.9 years for women – among the lowest across comparable high income countries, with UK women ranking at the bottom of peer comparisons.

The King’s Fund also notes that the UK’s gap with peers widened between 2019 and 2023, and that the UK has the highest rate of avoidable mortality (deaths that are preventable and treatable), more than 60% higher than Japan, Sweden and Australia.

It concludes that health inequalities are wide and have been widening since 2010, with more chronic conditions, more economic inactivity due to long-term sickness and more time spent in poorer health. The King’s Fund is calling for bolder prevention and stronger action on the social determinants of health, beyond what it describes as the “weak ambitions of the government’s 10 Year Plan.”

The Self-Care Forum’s chair, Helen Donovan agrees, “the King’s Fund is clear – the UK is falling behind on health and too many deaths are avoidable. There’s no silver bullet. To turn this around we need joined up action: health education built into the school curriculum, regular and consistent public health messages and every healthcare professional supported to make self-care part of everyday care, helping to reduce health inequalities.”

Click here to read the King’s Fund blog – Is the UK becoming the ‘sicker man’ of Europe? >

Click here to read the Self-Care Forum’s 2024 letter to the new government laying out recommendations for a healthier population >

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WHO says “harmful” sugary drinks and alcohol too cheap

Libby Whittaker — Wed, 14 Jan 2026 11:57:51 +0000

The World Health Organization warns that sugary drinks and alcohol are becoming cheaper globally because taxes are too low and rarely keep pace with inflation, driving increases in preventable diseases.

The UK has a sugar tax but some drinks, like 100% fruit juice and sweetened milk drinks are exempt, and the levy hasn’t been updated since it began in 2018. Alcohol duty is due to rise in February 2026 in the UK.

World Health Organization’s call to strengthen and regularly uprate health taxes directly aligns with UK prevention priorities and efforts to reduce long‑term health inequalities.

Click here to read WHO: Cheaper drinks will see a rise in noncommunicable diseases and injuries >

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Local Community Leading Self-Care Week

Libby Whittaker — Wed, 17 Dec 2025 09:09:39 +0000

The Self-Care Forum extends its sincere thanks to the more than 400 organisations and individuals who took part in Self-Care Week this November.

This year marks a significant shift. For the first time since the campaign began in 2009, the NHS is no longer the primary driver of Self-Care Week promotion. Instead, organisations within the local community cohort—social and youth groups, libraries, clubs, adult learning providers, and others—have taken the lead. Many delivered events and activities throughout the week, supporting their local populations and championing self-care at a grassroots level.

Some initiatives have been particularly inspiring. Bromley Well, for example, organised more than 70 activities in partnership with 33 local organisations, the NHS, and local authorities—an impressive demonstration of community collaboration in action.

This year also saw an increase in blogs and articles offering practical tips and advice across a wide range of self-care topics. And for the fifth consecutive year, mental health emerged as the most prominent Self-Care Week theme, with exercise following closely behind.

For more information take a look at our Self-Care Week review.

Click here to read the Review of Self-Care Week 2025 >

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