COVID-19 vaccination rates among Black citizens in south east London lagged behind those for the UK population as a whole, with evidence that previous messaging was not resonating with these audiences. This case describes an editorial-style approach to address hesitancy about the vaccine with information and relevant stories of the importance of vaccination featuring people with similar backgrounds to the target group. A website, digital, radio, outdoor and commissioned photography were employed in the campaign. Evidence is presented of web traffic, social media impressions and changes in local vaccine confidence and vaccination rates pre and post communications.