Businesses are launching their own vaccination campaigns to reach people they say are being over-looked by the government's messaging.
At the start of the roll-out, the government set out its vaccine publicity plan - radio and tv ads, endorsements from well-known "champions" and pamphlets with reliable information.
But months into the programme, the government's being urged to move away from a one size fits all approach and target the groups lagging behind.
Here's political reporter, Katie Scotcher.
