Tag: influenza

New vaccine marketing campaign urges millions to boost their immunity

COVID-19 and flu marketing campaign launches in England today encouraging eligible people to get their vaccines ahead of winter

A new country-wide marketing campaign urging millions of eligible people to get their flu and COVID-19 booster vaccines to top up their immunity will launch today (Monday 24 October), as almost 10 million people in England have already received their boosters.

Over-50s in Scotland can book their winter vaccines from today (October 24) protecting them from COVID-19 and flu, easing pressure on the NHS this winter.

Adverts will air across television, radio, social and digital media, stressing the importance of people getting both vaccines to increase their protection this winter.

Targeted communications for individuals with long term health conditions, pregnant women and ethnic minority communities, with a particular focus on those with low vaccine confidence, will also appear, and will include examples of where vaccine uptake rates have been low in the past.

More than 10 million people are expected to have received their COVID-19 autumn booster in England by today, with 49.5% of those 65 and over getting their flu jab, helping protect against serious illness throughout the winter.

Latest COVID-19 data has shown continued high rates of cases and hospitalisations in recent weeks.

Cases of flu have climbed quickly in the past week, indicating that the season has started earlier than normal. This is leading to increased pressure on emergency departments, with rates of hospitalisations and ICU admissions rising fastest in children under 5.

Deputy Prime Minister and Health and Social Care Secretary, Thérèse Coffey received her autumn booster this week and urges those eligible to take up the offer as soon as possible, saying: “Our COVID autumn booster and flu vaccination programmes are in full swing. Vaccines are our best line of defence against both viruses and will help keep people out of hospital this winter.

“While we have made great progress with almost 10 million people already boosted, including me, we are actively encouraging, through our new marketing campaign, everybody eligible to come forward for both jabs as soon as possible.”

Vaccination for flu is currently behind last season for pre-schoolers (12.1% in all 2 year olds and 12.8% in all 3 year olds), pregnant women (12.4%) and under 65s in a clinical risk group (18.2%).

Vaccines are the best defence against both viruses and will help reduce the amount of people requiring hospital treatment, reducing pressure on the NHS.

Deputy Chief Medical Officer for England, Dr Thomas Waite said: “The restrictions we had in place to curb the spread of COVID and protect the NHS last year also prevented the flu virus from spreading as we would normally expect to see, so levels of immunity in the population are likely quite low.

“Flu has started circulating at low levels, mainly in children and younger people at the moment. As winter approaches, we can expect flu and COVID cases to rise in all age groups. Getting vaccinated against both viruses is the most important thing you can do to reduce your chances of getting seriously ill.

“If eligible please come forward for your jabs as soon as you can – it is important to be protected before any winter surges begin.”

Dr Mary Ramsay, Director of Immunisations at UK Health Security Agency, said: “The latest data follows the pattern we predicted, and a difficult winter is expected.

“This year we want people to think about COVID-19 and flu as equally important – and both vaccines will provide a ‘boost’ this winter. COVID-19 vaccine protection decreases over time and topping up immunity will help to provide better protection against new variants.

“So far, we have seen millions of people getting their vaccines, particularly older age groups who remain at risk of severe illness and deaths from both diseases. Having both vaccines will help to protect you and to protect the health service so we can continue to treat patients with other conditions.

“I urge everyone who is eligible to book your vaccine as soon as you can and not to delay – you could be in contact with flu or COVID-19 tomorrow.”

NHS director for vaccinations and screening, Steve Russell said: “Thanks to the efforts of staff, the NHS autumn booster programme has vaccinated twice as many people as it had at this stage last year with almost 10 million people getting their COVID-19 boosters already.

“We are seeing evidence of increasing levels of COVID and flu infections in the community and care homes, and so ahead of what will be a very challenging winter, it is vital that everyone eligible gets protected; it has never been easier to get your vaccines, so book in without delay.

Building on the success of the 2021 to 2022 COVID-19 vaccination campaign, this year’s campaign will stress that the protection provided by vaccines wanes over time, so everyone eligible should boost their immunity by getting both vaccines ahead of a difficult winter.

The adverts use blue (flu) and yellow (COVID-19) halos to represent the protection both vaccines provide.

They will run on TV, video on demand, radio, social and digital channels. Highly targeted, eye-catching information on digital channels will help to reiterate the importance of boosting your immunity ahead of a difficult winter by booking jabs early.

The NHS Winter Vaccines chatbot will return, helping to guide those who are searching online for the right information. This instant online conversation tool was first developed to support last winter’s campaign and answers frequently asked questions with trusted NHS information in a single place.

Multicultural community activity will see teams of campaign ambassadors engage with a range of different ethnic groups who tend to be more vaccine hesitant. This will take place across the country in high footfall places of worship and nearby community settings. Dedicated radio adverts and unique social media material will reinforce key messages.

Around 33 million people are eligible for the flu vaccine and 26 million people are eligible for the COVID-19 booster in England.

Over-50s in Scotland can book their winter vaccines from today (October 24) protecting them from COVID-19 and flu, easing pressure on the NHS this winter.

Biggest flu programme in history to roll out for winter 2021

Free seasonal flu vaccine to be made available for over 35 million people this year

  • Millions more people could benefit from a free flu vaccine this year, as the Health and Social Care Secretary Sajid Javid announces the most comprehensive flu vaccination programme in UK history today
  • School programme expanded to provide flu vaccine to all secondary school pupils up to Year 11
  • Expanded programme follows record 19 million seasonal flu jabs administered in winter 2020

From September 2021, providers will offer the flu vaccine to over 35 million people during the upcoming winter season, including all secondary school students up to Year 11 for the first time. This builds on the success of last year’s expanded flu programme, which saw a record number of people get their jab.

Last year, 4 in 5 (80.9%) people aged 65 and over in England received their flu vaccine – exceeding the World Health Organization uptake ambition of 75%.

Working with the NHS, the government is preparing to deliver the expanded flu programme alongside any booster programme for COVID-19 vaccines as part of wider autumn and winter planning, which centres around protecting as many lives as possible.

During the 2021/22 season, which starts in September, the flu jab will be available to:

  • all children aged two and three on 31 August 2021
  • all children in primary school and all children in school Years 7 to 11 in secondary school
  • those aged six months to under 50 years in clinical risk groups
  • pregnant women
  • those aged 50 years and over
  • unpaid carers
  • close contacts of immunocompromised individuals
  • frontline health and adult social care staff

Health and Social Care Secretary, Sajid Javid, said: Flu can be a serious illness and we want to build a wall of protection by immunising a record number of people.

“With the nation getting closer to normal life, we must learn to live with COVID-19 alongside other viruses and we’re offering the free flu jab to millions more people to help keep them safe this winter.

“The phenomenal scale of the COVID-19 vaccination programme is a clear demonstration of the positive impact vaccination can make and I encourage all those eligible to get their flu jab when called forward.”

The enlarged flu drive will build on last year’s expanded flu programme, where flu vaccinations opened up to 50 to 64-year-olds and year 7 pupils for the first time, with the aim of offering protection to as many eligible people as possible.

For frontline healthcare workers and two and three-year olds, the highest ever recorded levels of flu vaccine uptake were also achieved last year. This year, all frontline health and social care workers will be offered the flu vaccination again to ensure they, and the people they care for, are protected.

Eligible groups are urged to get their free vaccine every year and to protect themselves and the most vulnerable people in society ahead of the winter.

As a result of non-pharmaceutical interventions in place for COVID-19 – such as mask-wearing, physical and social distancing, and restricted international travel – flu levels were lower than expected across the world in 2020/21.

It is possible there will be higher levels of flu this winter, with more of the population susceptible given the low levels last season. The flu vaccine offers the best available protection against the virus and the public can reduce the spread of flu and other winter bugs by regularly washing hands, throwing away used tissues and practising good hygiene.

Alongside this flu drive, the government is preparing for a booster programme of COVID-19 vaccines and the Joint Committee on Vaccination (JCVI) and Immunisation has published interim advice on who would be prioritised for a possible third vaccine from September 2021.

The booster programme – which would be designed to ensure millions of people most vulnerable to COVID-19 continue to have the protection they need ahead of the winter and against new variants – will be informed by the JCVI’s final advice expected later this summer based on the very latest scientific data.

The Department of Health and Social Care, NHS England and Improvement, and Public Health England have today issued the 2021/22 annual flu letter to providers, setting out plans for this year’s expanded programme. This blueprint will ensure GP practices, pharmacies and school-based providers are mobilised to begin administering flu vaccines from September.

Dr Yvonne Doyle, Medical Director at Public Health England, said: “The flu vaccine is safe, effective and protects millions of people each year from what can be a devastating illness.

“Last winter, flu activity was extremely low, but this is no reason for complacency as it means less people have built up a defence against the virus. Combined with the likelihood that COVID-19 will still be circulating, this makes the coming flu season highly unpredictable.

“We will be preparing for a challenging winter by expanding our world-leading flu vaccination programme to over 35 million people, saving more lives and limiting the impact on the NHS and social care.”

Dr Nikita Kanani, NHS medical director for primary care, said: “NHS staff across England vaccinated record numbers of people against flu last year – a potentially fatal illness – and they continue to pull out all the stops to deliver the biggest and most successful NHS Covid-19 vaccination programme in health history, protecting their patients and communities.

“Getting your free flu vaccine if you are eligible as well as keeping up good habits like regularly washing your hands could help save your life, so please do come forward when you are invited to give you and your loved ones vital protection this winter.”

The childhood flu programme aims to protect children and contain the spread of the virus to babies and vulnerable adults they may be in contact with. The nasal spray vaccine is offered to 2 and 3-year-olds and children in primary school and Year 7 and, for the first time this year, secondary school aged children up to Year 11.