Flu Campaign
PR Toolkit
October 2014
Content
Page Number
1. Executive summary
Page 3
2. Campaign overview
Page 5
3. Key messages
Page 10
4. Facts and statistics
Page 11
5. Resources
Page 13
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Case studies
Template copy
Posters
Leaflet
Web banners
Powerpoint slides for waiting room surgeries
Email signatures
6. Press release(template)
Page 19
7. Media Q&A
Page 20
8. Social media
Page 27
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Twitter
Facebook
Social media advice
9. Appendix
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Page 32
Posters
Leaflet
Web banners
Powerpoint slides for waiting room surgeries
Email signatures
Press plan
Radio script
Radio plan
Regional data
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1. Executive summary
For most healthy people, flu is an unpleasant but usually self-limiting disease with recovery generally
within a week. However, older people, the very young, pregnant women and those with underlying
disease particularly chronic respiratory or cardiac disease, or those who have a weakened immune
system, are at particular risk of severe illness if they catch flu.
Every year, the NHS prepares for the unpredictability of flu. Last year was a mild flu season but it is
important that we do not become complacent and continue to be as prepared as possible for the next
high incidence flu season, whenever that may be.
Launching on Monday 6th October 2014, the upcoming flu campaign will run for 4 weeks. The national
campaign will consist of radio, press and digital search supported by PR. Please see appendix for press
and radio schedules. The campaign aims to encourage uptake of the flu vaccination from key groups
who are eligible to receive the flu vaccination for free.
These are:
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Those under 65 with a long-term health condition (including children)
Pregnant women
Children aged 2-4 (note this is the first year that four year olds have been included)
The campaign aims to drive demand and uptake of the flu vaccination from these key target audiences.
This year’s campaign has also established a test area in the North East TV region in which there will
be increased above-the-line activity – specifically TV and outdoor advertising. By establishing a test
area we hope to see what impact the upweighted media has on actual take-up rates.
This toolkit has been developed primarily to help Public Health England (PHE)Centre and Local
Authority leads manage the promotion of the campaign in their areas. It includes advice, information
and templates to help you communicate with local media, partners and a range of other audiences.
Please share the toolkit with communications leads in local authorities and NHS England regional
teams, so that they can promote the campaign via their channels too.
Checklist of activity
PHE regional communications leads, supported by PHE national press office and freuds (PHE’s
campaigns and PR agency), will promote the launch of the national campaign in their areas.
There are a number of activities and opportunities that regional teams can carry out in preparation for
the launch on 6th October and to support the campaign:
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Promote the campaign locally using the resources supplied
Use the short or long copy templates below to help you draft articles about the campaign for
newsletters, on websites or via your social media networks
Feature key messages and facts and stats in any communications about the campaign
Refer to the resources section of this document for guidance on planning and co-ordinating your
communications activity
Get in touch with your local NGO/charity networks for support
Use your social media networks, e.g. Facebook and Twitter, to provide regular updates and
information on the campaign activity from 6th October onwards – once the campaign has launched
Please also encourage others in your area; particularly comms leads in NHS and Local Authority
regional teams, to promote the campaign, using these template materials if they wish.
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Please note that this campaign is embargoed until 00.01 hours 6 October 2013. This embargo
includes all press and social media materials, please reinforce this embargo when sharing any
materials.
Good luck with your activities and thank you in advance for all your help.
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2. Campaign overview
Background
The last two flu campaigns were granted approval by the Cabinet Office as “emergency campaigns”.
As a result, the required speed of execution allowed for little planning, creative testing or pre and post
evaluation. For this reason, there is minimal evidence to show that these campaigns impacted upon
take-up rates.
This year we are taking a different approach by implementing a comprehensive and considered
communications campaign both at a national level, and for evaluation purposes, at regional level in
the North East (with upweighted activity in comparison to the national campaign including TV and
outdoor advertising).
Flu campaign 2014
The seasonal flu campaign will launch on 6 October and will run for 4 weeks. The national campaign
will consist of national and regional radio, press and digital search, supported by PR.
The overall campaign objective is to achieve maximum vaccination early in the flu season for key
eligible groups. The more people who are vaccinated, the lower the likelihood and spread of
infection, thus reducing pressure on the NHS during winter months.
In 2014/15, the following people are eligible for flu vaccination:
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Those aged 65 and over
Those aged six months to under 65 in clinical risk groups (with a long-term health condition)
Pregnant women
All 2,3 and 4 year olds
School-aged children in pilot areas
Those in long-stay residential care homes
Carers
The wider marketing campaign is particularly targeted at men and women under 65 with long-term
health conditions and pregnant women, as we would like to see improved uptake in these groups.
Whilst take-up rates for those 65 and over have been close to the European Union target of 75% for
a number of years, take up rates for other at risk groups are persistently lower. For these groups, a
campaign centred on the proposition of ‘don’t put it off’ has been created. This has been designed to
speak to those that accept they need to get vaccinated as an additional push to take that final action
of booking an appointment.
The broadcast advertising highlights the consequences of inaction using other important events you
would not fail ignore, e.g. repairing a smoke alarm. Please see attached radio script in the appendix.
The static formats such as the print script (see below) are more focused on ‘just do it’ messages.
All formats are tied together by the line free because you need it.
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In addition to
these groups, the PR
campaign targets
the parents
of children aged 2-4.
Since last year, 2
and 3 year olds have been offered flu vaccination and this year the offer is being extended to all 4
year olds. This is to protect them against the disease and help to reduce its spread to others around
them. The PR campaign targeting parents specifically uses a different approach to speak to this
audience, as it requires an alternative reason to act along with a call to action. There is no above the
line activity aimed at parents of 2-4 year olds as the message, ‘Free because you need It’ is not as
accurate in relation to this group.
For many parents of healthy 2 to 4 year olds, the idea of annual flu vaccination is new. Our
communications will give them a number of strong and compelling reasons to get their children
vaccinated – emphasising the benefits to the child, the benefits to the parents and the benefits to
potentially vulnerable family members, such as grandparents.
Establishing a test region
Previous flu campaigns may have increased awareness of the seasonal flu vaccine however there is
limited evidence that this has led to increased vaccine uptake. For this reason, this year’s campaign
has established a test in the North East TV region in which there will be increased activity –
specifically TV and outdoor advertising.
By establishing a test region we hope to see what additional impact an upweighted campaign has on
actual take-up.
Launch PR
Public Health England and freuds (PHE’s campaigns and PR agency) will work together to target all
key national, regional and trade titles and broadcasters ahead of and around the launch on 6th
October.
The launch press release will be available from Monday 6thOctober via Public Health England’s
website and will be sent to all comms leads at PHE centres beforehand.
Regional comms leads should consider who is the best spokesperson for this campaign in their area
and ensure they’re available around the time of the launch, particularly on the day itself, for media
interviews.
Possible spokespeople (Please note the below will be confirmed closer to launch date)
The official spokespeople (TBC) are listed below. National media will also be offered interview
opportunities with relevant spokespeople.
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Jeremy Hunt, Secretary of State for Health
Professor Dame Sally Davies, Chief Medical Officer
Professor John Watson, Deputy Chief Medical Officer, Department of Health
Dr Paul Cosford, Director for Health Protection and Medical Director at PHE
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Professor Nick Phin – Head of respiratory diseases department at PHE
Dr Mary Ramsay – Head of Immunisation at PHE
PHE Centre and Local Authority Comms leads are encouraged to identify relevant regional campaign
spokespeople well in advance of launch, to ensure that they are fully briefed and have kept time free
in their diaries to participate in media interviews at launch.
Activity with Netmums
As part of Public Health England’s (PHE) seasonal flu campaign, we are partnering with Netmums to
specifically reach both the mums of 2-4 year olds and pregnant women, to remind them of their
eligibility to receive the flu vaccine free on the NHS.
During launch week from 6 October, a 30minute Q&A session will take place three times a week on
the site with media medic Dr Pixie McKenna, in a bid to raise awareness of the potential impact and
consequences of flu, and reassure our audiences on the safety and efficacy of the vaccine.
The Q&A will allow Netmums users to post questions about the flu and flu vaccination to Dr Pixie. Dr
Pixie will then post responses during the allocated time. The activity will also be used to support
media case study recruitment, which will help add a real life element to the campaign. Netmums will
publicise the Q&A across its social channels and will upweight North East specific activity via the
local notice boards and ‘What’s On’ section on the website.
If you have links with any local parenting websites or bloggers, please encourage them to publicise
the Q&A prior to w/c 6 October – template web and social media copy will be provided once the
Netmums Q&A has been built.
Celebrity ambassadors
In addition, our launch story will include a picture-led story with our celebrity campaign ambassadors,
Peter Andre and his fiancé Emily Macdonagh. Peter is a father to young children and Emily is about
to qualify as a doctor, they have also recently had a baby. Campaign images will be circulated
shortly.
Coronation Street actress Kym Marsh, is also providing a supportive quote.
Targeting mums via social media
Many mums of 2-4 year olds regularly use social media so this is a key platform to use as part of our
engagement. We will conduct a Thunderclap social media activity on Monday 6th October.
Thunderclap is a platform that allows a pre-developed social media message to be mass shared at
an allocated time. This causes a ripple effect and surge in online noise about the topic discussed in
the Thunderclap message.
In the run up to the release date, Peter Andre, as well as Netmums, will sign up to the Thunderclap
and publish their support and a link to Thunderclap on their Twitter feeds, encouraging their followers
to also join the Thunderclap. On Monday 6thOctober, Thunderclap will post the pre-developed social
media message on the newsfeeds of all those who have signed up. The Thunderclap post will include
the following visual:
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When the Thunderclap page has been developed, a link will be shared with campaign leads to post
on relevant social media outlets to encourage further sign ups.
‘From Flu’s Point of View’ video content
While mums of 2-4 year olds are the key priority audience (particularly for PR given above-the-line
marketing activity is not aimed at them), it is also crucial to raise awareness of the importance of the
flu vaccination amongst pregnant women and those with a long-term health condition.
An engaging video will provide a visual depiction of how quickly flu can spread, designed to resonate
specifically with mums, and the other at risk groups, above and beyond just facts and figures. The film
will be developed from the point of view of the flu virus, moving from person to person, infecting people
along the way until it is prevented in its tracks due to its target being vaccinated. This will drive home
the message that the vaccine can provide effective protection against flu.
The video content will be used to drive editorial PR coverage on Monday 6 October through online and
broadcast channels. It is also planned for use on Netmums, NHS Choices and Public Health England’s
YouTube page.
To encourage the video to go viral, please share the film from Monday 6 October with the suggested
social media wording. See the “Social media advice” section below for more information. The film will
be provided to you by Friday 3 October.
Child flu vaccine pilots
In addition to the national and control regional campaign, the vaccine will be offered to all primary
and some secondary school pupils (Year 7 and 8) in a number of geographical pilot areas.
The successful child flu vaccine pilot programme launched in 2013 and is entering the second year.
In 2014/15 six pilots of primary school aged children in five area teams will continue and there will be
further pilots for secondary school aged children in Years 7 and 8 (aged around 11-13 years) in 12
area teams. In total more than 700,000 healthy school-aged children across England are to be
offered a free flu vaccination for this winter, as part of the child flu vaccine pilot programme. Most
children who will be offered the vaccine in pilot areas will be given it as a nasal spray.
The pilots are determining the best approach to implementing the programme for school-aged
children, so that the programme can be implemented efficiently and sustainably, without putting
pressure on other essential services.
As part of the assessment of effectiveness, the pilots will also test the acceptability of delivery models
to parents and children, in part by assessing their effect on uptake, with a view to refining eventual
models. Although, at this stage, uptake levels are not seen as a measure of performance, the overall
uptake rate in the 2013/14 primary school aged pilots was encouraging at 53%.
In addition to protecting healthy children from flu, the pilots aim to reduce the spread of flu and
protect younger siblings, grandparents and others who are at increased risk of becoming seriously ill
from flu.
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Local screening and immunisation teams are currently making arrangements for implementing the
programme in their pilot areas in 2014-15 – contact your local teams for further information. More
information on the flu pilots is available from the PHE website.
In 2014 to 2015, pilots will be carried out in parts of the following areas:
Pilot Area 2014 to 2015
School Cohort
Cumbria, Northumberland, Tyne and Wear
Greater Manchester
Lancashire
North Yorkshire and Humber
Sheffield, Rotherham, Doncaster and
Bassetlaw
West Yorkshire
Arden, Herefordshire and Worcestershire
Birmingham, Solihull and The Black
Country
East Anglia
Essex
Leicestershire and Lincolnshire
Shropshire and Staffordshire
London
Primary
Primary and secondary
Secondary
Secondary
Secondary
Secondary
Secondary
Secondary
Secondary
Primary and secondary
Primary and secondary
Secondary
Primary and secondary (year 7) in
Havering. All children in special schools
in 13 London boroughs.
To promote the immunisation offer amongst pupils in the pilot areas, NHS England and PHE have
developed two films – one aimed at primary school children and one aimed at secondary school
pupils.
You can access these films via the links below:
https://www.healthforkids.co.uk/illness/stopping-flu/
The ‘pass it on but not the flu’ film for secondary school pupils can be viewed on the LPT YouTube
channel - https://www.youtube.com/channel/UCCEynrh0czf-4B7G197opFw
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3. Key messages
The key messages below will be communicated throughout the campaign to help raise awareness of
the benefits of the flu vaccination and to encourage people to take up the offer of a free flu vaccine if
they fall into one of the eligible groups.
Primary Messages
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Secondary
Messages
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Key messages
around the flu
vaccination
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Key messages for
those with long
term health
conditions
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Key messages for
pregnant women
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•
•
•
•
•
Key messages for
parents of children
aged two to four
Don’t put off getting the flu vaccination; if you’re eligible get it
now. It’s free because you need it
If you have a long-term health condition, even one that is well
managed, or you are pregnant, you are at greater risk of severe
complications if you catch flu
The nasal spray vaccination is a quick, painless and effective
way for children aged 2-4 to be protected from flu without the
need for injections
The flu vaccination is particularly important for those who are at
increased risk of flu
It is vital that those who are eligible have the flu vaccine every
year as the vaccine protects against different strains of flu which
evolve each year
The flu vaccination is one of the most effective ways to reduce
harm from flu
The flu vaccine reduces risk of serious illness, hospitalisation
and even death among those who are most at risk
If you have a long-term health condition, even one that is well
managed, you are eligible for the flu vaccination free of charge.
It’s free because you need it
Flu can make the effects of your existing condition worse and
makes complications like pneumonia more likely
If you are pregnant, you are eligible for the flu vaccination free
of charge. It’s free because you need it
The flu vaccine reduces the risk of complications and potential
harmful consequences for both you and your baby if you catch
the flu e.g. premature birth
Pregnancy naturally weakens the body’s immune system and as
a result you may be less able to fight off infections, increasing
the risk of becoming seriously ill as a result of flu
The flu vaccine is safe during any stage of pregnancy, it does
not carry any risks for you or your baby
 If you have children aged two, three or four, don’t put off taking
them for their free flu vaccination
 The nasal spray vaccination is quick, effective and painless and
available to children aged 2-4 years
 It’s important to protect your little ones from flu and the
vaccination is available free on the NHS
 Flu can be a very unpleasant illness in children as they suffer the
same symptoms as adults including fever, chills and aching
muscles
 The flu vaccination will help protect your child from flu and also
reduce the chance of flu spreading to others
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4. Facts and statistics
Below are some key facts and statistics to use as part of media material development in support of
the campaign.
General
Flu
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Flu is an acute viral infection of the respiratory tract (nose, mouth, throat, bronchial tubes and
lungs). It is a highly infectious illness which spreads rapidly in closed communities and even
people with mild or no symptoms can infect others
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Flu is caught through droplets of saliva that spread when an infected person coughs or
sneezes. These droplets can then be breathed in by other people or they can be picked up by
touching surfaces where the droplets have landed
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Flu is characterised by a fever, chills, headache, muscle and joint pain and fatigue. For most
healthy people, flu symptoms can make you feel so exhausted and unwell that you have to
stay in bed and rest until you get better
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Flu immunisation is one of the most effective ways to prevent flu and so reduce the potential
harm it can cause
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The most likely viruses that will cause flu each year are identified in advance of the flu season
in the UK and vaccines are then made to provide protection against these strains as closely
as possible
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Those who are eligible to receive the flu vaccination for free, are recommended to do so as
early as possible from October, before flu starts circulating in the community
Vaccination
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A nasal spray is the recommended vaccine for children. The vaccine induces better immune
memory, offering better long-term protection to children
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The nasal spray vaccine is given as a spray in each nostril
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For adults, the vaccine is administered by injection into the skin of the upper arm
Mums / Children aged 2-4
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Children aged 2-4 are eligible for the free flu vaccination. This is given as a nasal spray – a
quick, effective and painless alternative to the injection
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Flu is a really nasty disease which can make little ones very poorly
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Protecting children can stop the flu from spreading to other children they may come into
contact with and to the rest of the family, in particular to grandparents, who may be at
particular risk from flu
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Even though last year was the first year a nasal spray vaccination for children was available,
encouragingly 40% of eligible children in England were vaccinated against flu during the
2013/14 season
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Pregnant Women
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Flu during pregnancy may be associated with pre and post birth mortality, prematurity, smaller
neonatal size, lower birth weight and increased risk of complications for mother1
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The flu vaccine can be given safely at any stage of pregnancy from conception onwards
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The flu vaccination also protects the baby during the first few months of its life as immunity
continues after the baby is born
Long term health conditions
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People with long term health conditions are eligible for a free flu vaccination. The flu
vaccination is important for those with a long-term health condition, even if well managed,
because of the increased risk of complications and even death as a result of flu
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15.4million2 people, over a quarter of the UK population, have a long-term health condition
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Just over half of those with long-term health conditions took up the offer of the free
vaccination last flu season (2013/14), there are a total of 15.4 million people in this group
eligible for the vaccination and therefore protection from flu each year
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The injected flu vaccine is offered free of charge on the NHS to anyone with a serious long
term health condition. This includes the following types of illnesses: chronic (long term)
respiratory disease such as asthma, chronic obstructive pulmonary disease (COPD) or
bronchitis, chronic heart disease, such as heart failure, chronic kidney disease, chronic liver
disease, such as hepatitis, chronic neurological conditions such as Parkinson’s disease or
motor neurone disease, diabetes, people with problems with their spleen – for example, sickle
cell disease, or have had their spleen removed, people with a weakened immune system due
to conditions such as HIV and AIDS, or as a result of medication such as steroid tablets or
chemotherapy.
This list of conditions isn't definitive. It's always an issue of clinical judgement. GPs can assess
individuals to take into account their risk of flu exacerbating any underlying illness, as well as their
risk of serious illness from flu itself. The vaccine should always be offered in such cases, even if
people are not technically in one of the risk groups above.
1Pierce
M, Kurinczuk JJ, Spark P et al. (2011) Perinatal outcomes after maternal 2009/H1N1 infection: national
cohort study. BMJ. 342:d3214.
McNeil SA, Dodds LA, Fell DB et al. (2011) Effect of respiratory hospitalization during pregnancy on infant
outcomes. Am J Obstet Gynecol. 204: (6 Suppl 1) S54-7.
Omer SB, Goodman D, Steinhoff MC et al. (2011) Maternal influenza immunization and reduced likelihood of
prematurity and small for gestational age births: a retrospective cohort study. PLoS Med. 8: (5) e1000441.
2NHS England 2014
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5. Resources
Case Studies
If you are aware of case studies, you may wish to include them in your promotional activities.
A case study is somebody who has been personally affected by the issue at hand. In health terms
this will usually mean somebody who has experienced flu or has/had a loved one who has been
affected by it.
Case studies are an important element to any health campaign as they add the human dimension
needed to help raise awareness of the campaign issues and can help encourage conversations
about particular topics. They also offer opportunities for greater in-depth coverage and discussion
about campaign subjects.
freuds will be placing case studies in the media to support the campaign. If you know case studies
that you think would be interested in supporting the campaign, approach those whose story most
closely fits with the messaging. You may also want to get in touch with NHS comms leads in your
region, who might be able to help source case studies.
The ideal case study would meet the following criteria:
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Parents of children aged two to four years old whose child has had flu and can talk about the
seriousness of it and how they would have preferred to avoid it through the flu vaccine
Women who experienced flu during pregnancy or who had the vaccine during pregnancy
Those with a long term health condition who experienced flu and regretted not having the
vaccine
Approach case studies sensitively and do explain what their role will involve and check that they are
comfortable speaking with the media. If the case studies agree to be interviewed by journalists, make
sure you identify which types of media they are happy speaking with (i.e. they may not want to do
radio interviews, but will talk to a local print journalist). Make sure they are aware of the campaign
key messages and that they are comfortable with them.
It is also important to ensure a consent form is signed by all case studies, and any copy written about
them, that is kept on file, is approved before being shared with media. Again, freuds can guide and
support you in this area.
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Templates
Ready-to-Use Copy
Please find below some examples of copy that you could use when communicating with your
audiences about the campaign. This can be used across a range of channels, for example websites,
e-bulletins and newsletters.
Short Copy – for email, bulletins and websites
If you’re eligible for the flu vaccine, don’t put it off, get it now
<Insert organisation/group name>is supporting the NHS Flu campaign.
The campaign will run from 6 October across England, encouraging those who are eligible for the
free flu vaccination to take up the offer. It is targeted at those with long-term health conditions,
pregnant women and parents of children aged 2-4.
Adverts will appear on radio and in the press supported by digital search.
Those who catch the flu pass it on to an average of two people putting those most vulnerable at an
increased risk including those with long-term health conditions and pregnant women.
Flu is a highly infectious disease with symptoms that come on very suddenly. Healthy individuals
usually recover in two to seven days but for some, the disease can lead to hospitalisation, permanent
disability or even death.
Long copy – for more in-depth publications including newsletters
If you’re eligible for the flu vaccine, don’t put it off, get it now
<Insert organisation/group name>is supporting the NHS Flu campaign.
The campaign will run from 6 October across England encouraging those who are eligible for the free
flu vaccination to take up the offer. Those who have long-term health conditions and those who are
pregnant are at greater risk of developing complications as a result of flu.
The campaign is also aimed at parents of children aged 2-4. This is to protect them against flu and
help to reduce its spread to those around them.
Adverts will appear on radio and in the press.
Flu is a highly infectious disease with symptoms that come on very suddenly. Healthy individuals
usually recover in two to seven days but for some, the disease can lead to hospitalisation, permanent
disability or even death.
Those considered most at risk and in need of the vaccine, include pregnant women who can suffer
from serious complications such as pneumonia, miscarriage or having a baby too soon as a result of
flu.3 People who have a long-term health condition, even one that is well managed are also at
increased risk of complications as a result of flu.
3Pierce
M, Kurinczuk JJ, Spark P et al. (2011) Perinatal outcomes after maternal 2009/H1N1 infection: national
cohort study. BMJ. 342:d3214.
McNeil SA, Dodds LA, Fell DB et al. (2011) Effect of respiratory hospitalization during pregnancy on infant
outcomes. Am J Obstet Gynecol. 204: (6 Suppl 1) S54-7.
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Assets
There are a number of assets available to support the campaign activity, including:
 Posters- supplied as PDF
o Flu jab poster 6sht
o Flu jab poster A3
o Flu jab poster A4
 Web banners - supplied in static format
o All web banners – pregnant and health
 PowerPoint slides for waiting room surgeries- supplied as PP
 Email Signature
o Flu jab email banner
All the assets can be downloaded from a Dropbox accessed by this web link: http://dropbox.com/. A
full description of how to use Dropbox can be found below:
1. Go to https://www.dropbox.com
2. Sign in using the login details:
Email: flucampaign@freuds.com
Password: freudsflu
3. You should then arrive on the home page:
4. Click on the folders to access individual documents. A full list of documents and where they
can be found is below
5. To download a document, click on the individual file and click download
Omer SB, Goodman D, Steinhoff MC et al. (2011) Maternal influenza immunization and reduced likelihood of
prematurity and small for gestational age births: a retrospective cohort study. PLoS Med. 8: (5) e1000441.
15/36
Leaflets available from the order line below
https://www.orderline.dh.gov.uk/ecom_dh/public/home.jsf
If you require artwork for posters and web banners please contact Stephen Breen:
Stephen.breen@phe.gov.uk
Print adverts
Long term health condition web banners
120 x 600
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300 x 250
728 x 90
Pregnancy web banners
120 x 600
300 x 250
728 x 90
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PowerPoint slides for waiting room surgeries
Full slides can be downloaded from the Dropbox
Email signature
Any external email communication sent about the campaign should include the following email
signature:
Instructions on how to include this email signature into your email can be found below:
1.
Open a new message and click signature
2.
Click edit signature and copy the email signature into white box
3.
Close the signature box
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6. Press Release
This will be circulated amongst Regional Comms Leads in the coming weeks.
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7. Media Q&A
Campaign
What is the aim of the campaign?
The campaign aims to drive demand and uptake of the flu vaccination from key eligible target
audiences to receive it free on the NHS – under 65s (including children) with long-term health
conditions, pregnant women and children aged 2-4.
Who will the campaign target?
The campaign is particularly targeted at men and women, under 65s with long-term health conditions,
pregnant women and parents of children aged 2-4.
How long will the campaign run for and what will it entail?
Launching on Monday 6th October 2014, the upcoming flu campaign will run for 4 weeks. The
national campaign will consist of radio, press and digital search supported by PR. The campaign
aims to encourage uptake of the flu vaccination from key groups who are eligible to receive the flu
vaccination for free.
Why is the campaign targeting these groups in particular encouraging them to get the flu
vaccination?
Some people are more susceptible to the effects of flu, including those with long-term health conditions
and pregnant women. For these groups of people, flu can increase the risk of developing more serious
illnesses such as bronchitis and pneumonia, or can make existing conditions worse.
Parents of children aged two, three and four are encouraged to take their children to their GP to receive
the vaccination. Flu can be a very unpleasant illness in children as they suffer the same symptoms as
adults including fever, chills and aching muscles. The flu vaccination also helps to reduce the spread
of to others, including relatives such as grandparents.
How much is the campaign costing?
The flu campaign will cost approximately £800,000 (media spend).
Do awareness campaigns like this work to improve vaccine uptake?
The last two flu campaigns were granted approval by the Cabinet Office as “emergency campaigns”.
The necessary speed of execution allowed for little pre and post evaluation. Therefore, there is little
evidence available to show the impact these campaigns had upon vaccine take up rates.
For this reason, this year we are establishing a test region in the North East where
increased marketing activity will take place so that we are able to cross compare investment in
marketing and results in terms of take-up rates.
Public Health England and the Department of Health have extensive experience and documented
successes when it comes to driving action as a result of consumer awareness campaigns.
20/36
How do you inform and prepare GPs for an influx of people wanting the vaccination?
Our experience from previous awareness campaign suggests that GPs will be able to manage any
additional attendances to surgeries.
As with previous campaigns, NHS Improving Quality, as part of NHS England, will be working with
Strategic Clinical Networks to help ensure the NHS is prepared for the forthcoming national flu
campaign, whilst Public Health England will be working with local authorities to ensure they are
prepared and well informed.
A Flu Communications Steering group has been formed and will include communication
representatives from PHE national and regional press offices, NHS England, NHS Employers and
DH. Communications will take place within an overarching flu communications framework and will
also aim to raise awareness of the new elements of the flu programme.
How will you ensure the campaign only urges those eligible for the vaccine to contact their GP?
Those who are eligible to receive the flu vaccination for free will be contacted directly by their General
Practice inviting them to attend a flu vaccination clinic or to make an appointment. The campaign will
serve as a reminder to prompt them to ask for a vaccination.
How will Local Authorities be supporting the campaign?
Local Authorities have a responsibility to provide information and advice to relevant bodies within their
areas to protect the population’s health.
Is the campaign not causing unnecessary panic to those who are vulnerable?
Flu is serious and can prove fatal for those in at risk audiences. The campaign aims to highlight the
potential risk of developing more serious illnesses as a result of flu and the benefits of taking up the
offer of the free flu vaccination, amongst at risk audiences.
Why are those aged 65 and over not being targeted by the campaign?
For a number of years now the vaccine uptake rates for those aged 65 and over have been close to
the European Union target of 75%. This represents a tremendous achievement especially given that
the numbers in this group are growing due to an ageing population. Those aged 65 and over are still
eligible to receive the flu vaccination for free, however marketing spend is better focused on groups
where increased uptake of the flu vaccine is needed. However, as we are using mass media channels
of radio and press, those aged 65 and over may well have opportunity to overhear/see the campaign.
Why are you working with Peter André on this campaign?
Peter and his fiancée resonate well with our target audience. Peter is a parent and keen to raise
awareness about the simple steps parents can take to ensure their little ones are not struck down
with flu. As a trainee doctor, his wife Emily is keen to highlight the importance of immunization
programmes. We know from extensive experience that celebrities are a good way to prompt
consumers to take action on health issues.
Flu
21/36
What is flu?
Flu is an acute viral infection of the respiratory tract (nose, mouth, throat, bronchial tubes and lungs).
It is a highly infectious illness which spreads rapidly in closed communities and even those with mild
symptoms can infect others.
When are people most likely to catch flu?
Most cases of flu in the UK occur during an 8-10 week period during the autumn and winter months,
usually between September to March.
What are the different strains of flu?
There are 3 types of influenza (flu) viruses. These are:
A viruses which cause outbreaks most years and are the usual case of epidemics
B viruses tend to cause less severe disease and smaller outbreaks, mostly among children
C viruses are minor respiratory illness
Changes in the genetic material result in the flu virus constantly changing. These changes are
monitored by the World Health Organisation (WHO) and they make recommendations about the strains
of influenza A and B which are predicted to be circulating in the forthcoming winter. These strains are
then included in the flu vaccine developed each year.
How is flu passed on?
Flu is easily transmitted by large droplets, small particle aerosols and by hand to mouth / eye
contamination from an infected surface or respiratory secretions of infected persons. Those with mild
or no symptoms can still infect others around them.
What are the symptoms of flu and how does this compare to the common cold?
Common symptoms of flu include sudden onset of fever, chills, headache, myalgia, extreme fatigue, a
dry cough, sore throat and stuffy nose. In young children gastrointestinal symptoms such as vomiting
and diarrhoea may be seen. The flu can be much worse than a cold and recovery may involve up to a
week in bed.
What are the potential complications around catching flu?
There is a misconception that flu is a ‘bad cold’ but the flu can be much worse than a cold and
recovery may involve up to a week in bed. For some people, flu can increase the risk of developing
more serious illness such as bronchitis and pneumonia, or can make existing conditions worse. In the
worst cases, flu can result in a stay in hospital, or even death.
How is flu treated?
People with suspected flu should stay at home and rest, drink plenty of fluids and seek advice from a
pharmacist about the best remedy for their symptoms. They should also consider taking the
appropriate dose of paracetamol/ibuprofen-based painkillers to relieve symptoms.
What harm can flu cause?
There are many possible complications that can occur as a result of flu including bronchitis, otitis,
sinusitis and secondary bacterial pneumonia. Other more serious and less common conditions such
as meningitis, encephalitis, meningoecephalitis and primary influenza pneumonia can also occur as a
result of flu.
22/36
The risk of most serious illness from flu is higher in children under 6 months, pregnant women, older
people and those with underlying health conditions such as respiratory disease, cardiac disease,
chronic neurological condition or immunosuppression. Flu during pregnancy may be associated with
perinatal mortality, prematurity, smaller neonatal size and lower birth weight.
Who is at increased risk from the effects of flu?
There are certain people who are at increased risk of complications from flu. This includes pregnant
women and those with a heart problem, a chest complaint or breathing difficulties including bronchitis
or emphysema, kidney or liver disease, lowered immunity due to disease or treatment (such as
steroid medication or cancer treatment), those who have had a stroke or transient ischaemic attack, a
neurological condition such as MS or cerebral palsy, or a problem with their spleen for example sickle
cell disease.
How many people were severely unwell or died from flu last year?
In the 2013/14 season, there were 904 intensive care or high dependency unit admissions for
confirmed influenza and 98 deaths.
Do people need to get vaccinated every year?
Every year, the flu vaccine changes to protect against different strains of flu from the previous year. It
is strongly recommended that even those who were vaccinated last year, are vaccinated again this
year.
Vaccination
Which vaccine is being used in the children’s vaccination programme?
This year, children aged two, three and four will be given a nasal spray vaccine. It is given as a spray
in each nostril and is a quick, effective and painless alternative to the injection.
Is the vaccine safe?
The nasal spray flu vaccination has an excellent safety record and has been used for over ten years
in the USA without any serious concerns. Since it does not require an injection, it is more acceptable
to children and parents alike.
How does the nasal vaccine work?
The nasal vaccine has a good safety profile in children and is given as a spray in each nostril. It is a
quick, effective and painless alternative to the injection.
Last year the flu vaccination was offered for the first time to all two and three year olds, and a pilot
programme in primary schools was run in seven geographical areas.40% of two and three year olds
in England were vaccinated against flu during the 2013/14 season.
What are the side effects of the vaccine for children?
Side effects are uncommon but may include a runny or blocked nose, headache, general tiredness
and some loss of appetite. The vaccine is absorbed quickly so, even if a child sneezes immediately
after having had the spray, there’s no need to worry that it hasn’t worked.
Is the spray vaccine suitable for people of all religious beliefs?
23/36
Fluenz Tetra® contains a wide range of ingredients, including porcine gelatine. Gelatine is used to
stabilise live viral vaccines and is contained in many pharmaceutical products, not just FluenzTetra®.
There is currently no alternative vaccine of equivalent efficacy that does not include porcine gelatine.
Porcine gelatine has been certified as acceptable by many multi-faith groups but there is still some
uncertainty among some groups.
More information including Q&As on flu and porcine products for parents and healthcare workers is
available from PHE’s website.
My child has an allergy to eggs. Are they able to receive the flu vaccination?
If you are allergic to hen’s eggs you may not be able to have certain types of flu vaccine. Check with
your GP if you are unsure.
Mums / Children aged 2-4
Why was the decision made to include 4 year old children for the first time this year?
Since last year, 2 and 3 year olds have been offered flu vaccination free on the NHS and this year
the offer is being extended to all 4 year olds. This decision was made because flu is unpleasant for
small children and vaccinating them should interrupt the spread of flu, providing indirect protection to
those who are most vulnerable such as the over 65s or those with long-term health conditions.
Children aged two, three and four will be vaccinated with a safe, quick, effective and pain-free nasal
spray vaccination. In 2013/14 the flu vaccination was offered for the first time to all two and three year
olds, and a pilot programme in primary schools was run in seven geographical areas. This year we are
also introducing 12 new pilots delivering the vaccine to children in years 7 and 8 (11-12 years old) in
secondary schools. The long-term plan is to see the vaccine rolled out to all children aged between
two and 16 in England.
How many children will this affect?
When fully implemented, the recommendation means that between nine and ten million children will
be offered flu vaccine each year in England.
Which vaccine is being used in the new children’s vaccination programme?
This year, Fluenz Tetra® will be supplied in the place of Fluenz®, which was used last year. The
main difference is that this year’s vaccine will include four strains of viruses compared to only three
strains last year. It is licensed for children aged two to less than eighteen years of age.
A single dose of Fluenz Tetra® provides better protection to children and is given by nasal spray, it is
more acceptable to children than an injection.
Pregnant Women
24/36
Why are pregnant women being encouraged to take up the free flu vaccination? Isn’t it
dangerous?
All pregnant women are eligible for the free flu vaccination and should have it to protect themselves
and their babies. The flu vaccine can be given safely at any stage of pregnancy from conception
onwards. The flu vaccination benefits pregnant women as it reduces risk of serious complications such
as pneumonia and the risk of miscarriage or having a baby born prematurely or with a low birth weight.
The vaccination also protects the baby during the first few months of its life as immunity continues after
the baby is born.
Is the vaccine safe for pregnant women?
Studies on the safety of flu vaccine in pregnancy show that inactivated flu vaccine can be safely and
effectively administered during any trimester of pregnancy. No study to date has demonstrated an
increased risk of either maternal complication or adverse fetal outcomes associated with inactivated
flu vaccine
Long-term health conditions (lthcs)
Why is it important for those with a long-term health condition to receive the flu vaccination?
The flu vaccination is important for those with long-term health conditions, even one that is well
managed, because of increased risk of complications and even death as a result of flu.
How many people fall into the category of having a long-term health condition?
15.4million people, over a quarter of the UK population, have a long-term health condition.
Who falls into the category of having a long-term health condition?
The injected flu vaccine is offered free of charge on the NHS to anyone with a serious long term
health condition. This includes the following types of illnesses: chronic (long term) respiratory
disease such as asthma, chronic obstructive pulmonary disease (COPD) or bronchitis, chronic heart
disease, such as heart failure, chronic kidney disease, chronic liver disease, such as hepatitis,
chronic neurological conditions such as Parkinson’s disease or motor neurone disease, diabetes,
people with problems with their spleen – for example, sickle cell disease, or have had their spleen
removed, people with a weakened immune system due to conditions such as HIV and AIDS, or as a
result of medication such as steroid tablets or chemotherapy.
How many of those with a long term health condition took up the offer of the free vaccination
last year?
Just over half of those with long-term health conditions took up the offer of the free vaccination in
2013/14, meaning there is a long way to go in improving uptake amongst this group most at risk of
complications as a result of flu.
General
25/36
Will the vaccination make people ill?
There are some fairly common but mild side effects. Some people get a slight temperature and aching
muscles for a couple of days afterwards, and your arm may feel a bit sore where you were injected.
Other reactions are rare.
In children, side effects are uncommon but may include a runny or blocked nose, headache, tiredness
and loss of appetite.
Can the vaccine give you the flu?
The vaccine cannot give you flu. Sometimes people catch flu just before or soon after the vaccine is
given because the vaccine has not had the time to work. On these occasions people may think that
the vaccine has caused the flu.
When should people be vaccinated?
Those who are eligible for the free flu vaccine should ideally visit their GP to receive the vaccination as
early as possible in the flu season, between September and early November, before flu starts to
circulate in the community.
8. Social media
26/36
Following the campaign launch, please use your online channels to talk about this campaign and
raise awareness of the benefits of the flu vaccination to those who fall into one of the eligible groups.
The suggested date to start engaging your audience through social media channels is 6th October.
A further social media calendar will be provided to support your use of the mum specific Thunderclap
element once more detail is confirmed.
Twitter strategy
The following social media strategy has been put in place. Please use the below and suggested
regional tweets from Monday 6 October.
The key campaign hashtags include #fluvaccine and #spreadthewordnotflu
Date of
post
Event or
hook
Detail
Friday 3
October
Pre-launch
Thunderclap
promotion
Peter Andre, Pixie McKenna and Netmums promote Thunderclap
to their followers and invite them to sign up
Monday 6
October
Launch
Peter Andre, Pixie McKenna and Netmums launch Thunderclap
with the following tweet accompanied by Badge of Honour imagery:
 I’m encouraging those who are eligible to get the
#fluvaccine now #spreadthewordnotfluVisit nhs.uk/flu2014
Netmums
Promotion of web chat with Pixie McKenna and announcement of
campaign support
Twitter
 .@pixiedoctor will be joining @netmums for 3 Q&A sessions
this week to answer all your questions about the #fluvaccine
 If you’re eligible for the flu vaccine, get it now, it’s free
because you need it #fluvaccineVisit
nhs.uk/flu2014#spreadthewordnotflu
 If you are pregnant, you are eligible for the flu vaccination
free of charge #fluvaccine Visit nhs.uk/flu2014
 The nasal spray flu vaccination is a quick, effective and
painless way to protect your 2,3 and 4 year olds. No
injections! #fluvaccine Visit nhs.uk/flu2014
Facebook
 Doctor and TV Presenter, Pixie McKenna will be joining us
for 3 live Q&A sessions this week. She’ll be answering all
your questions about the flu vaccine. Join us at the following
times [insert timings]
 Flu is a really unpleasant illness for little ones. Children
aged 2-4 are eligible to receive the flu vaccination for free.
Ask your GP or pharmacist for more information today
27/36

The nasal spray flu vaccination for little ones is a quick,
effective and painless way to protect you children from flu
this winter
Regional
Comms leads in regions to begin posting suggested social media
messaging across channels – see below
Monday 6
October
Netmums
Q&A
Twitter
 .@pixiedoctor will be joining @netmums today at [insert
time] today to answer all your questions about the
#fluvaccine #spreadthewordnotflu
 Join us and @pixiedoctor for a live Q&A at [insert time]
#spreadthewordnotflu [Badge of Honour to be included]
 If you’re eligible for the flu vaccine, get it now, it’s free
because you need it #fluvaccine Visit nhs.uk/flu2014
Facebook
 Doctor and TV Presenter, Pixie McKenna will be joining us
for a live Q&A sessions at [insert time] today. She’ll be
answering all your questions about the flu vaccine.
 The nasal spray flu vaccination for little ones is a quick,
effective and painless way to protect your 2,3 and 4 year
olds. Spread the word not the flu.
Thursday9
October
Netmums
Q&A
Twitter
 .@pixiedoctor will be joining @netmums today at [insert
time] to answer all your questions about the #fluvaccine
#spreadthewordnotflu
Facebook
 Doctor and TV Presenter, Pixie McKenna will be joining us
for a live Q&A sessions at [insert time] today. She’ll be
answering all your questions about the flu vaccine.
Friday 10
October
Twitter
 .@pixiedoctor will be joining @netmums today at [insert
time] to answer all your questions about the #fluvaccine
#spreadthewordnotflu
Facebook
 Doctor and TV Presenter, Pixie McKenna will be joining us
for a live Q&A sessions at [insert time] today. She’ll be
answering all your questions about the flu vaccine.
Twitter: General campaign messaging
28/36
Flu isn’t the same as the common cold. Flu symptoms tend to be more severe and you may need to
stay in bed for a few days #fluvaccine
Flu is more severe than the common cold and you may need to stay in bed for a few days
#SpreadTheWordNotFlu
For some, flu can lead to hospitalisation or even death. If you’re eligible for the free vaccine, get it
now #fluvaccine
If you’re eligible for the flu vaccine, get it now, it’s free because you need it
#fluvaccinenhs.uk/flu2014
If you have a long-term health condition, even if it’s well managed, you should get the flu
vaccination to avoid serious complications
#Fluvaccine: If you have a long-term health condition, get vaccinated to avoid serious complications
from flu: Visit nhs.uk/flu2014
All pregnant women are eligible for the flu vaccination. It’s free because you need it #fluvaccine.
Visit nhs.uk/flu2014
Don’t put off getting the flu vaccination. If you’re eligible get it now. It’s free because you need
it #SpreadTheWordNotFlu
Don’t wait to get the flu vaccine. If you’re eligible get it now. It’s free because you need it
#fluvaccine Visit nhs.uk/flu2014
The flu vaccine reduces risk of serious complications if you catch flu #fluvaccine Visit
nhs.uk/flu2014
If you are pregnant, you are eligible for the flu vaccination free of charge #fluvaccine. Visit
nhs.uk/flu2014
The nasal spray flu vaccination is a quick, effective and painless way to protect your 2- 4 year olds.
No injections! #SpreadTheWordNotTheFlu
Nasal spray flu vaccine: Quick, effective & painless & will protect your 2-4 year olds. No injections!
#SpreadTheWordNotFlu
Twitter: regional campaign messaging
All pregnant women in [insert area] are eligible for the free flu vaccination to protect themselves and
their babies #SpreadTheWordNotFlu
[insert figure] number of people in [insert region] took up the offer of the free flu vaccine in 2013
#fluvaccineVisit nhs.uk/flu2014
Facebook: general campaign messaging
29/36
Flu isn’t the same as the common cold. Flu symptoms tend to be more severe and you may need
to stay in bed for a few days to recover. For some, flu can lead to hospitalisation or even death
The nasal spray flu vaccination is a quick, effective and painless way to protect your 2,3 and 4 year
olds. Make an appointment with your GP today.
Pregnant women and those with long-term health conditions, even ones that are well managed, are
more likely to develop complications as a result of flu. Don’t put it off, visit your GP for your free flu
vaccination
The nasal spray flu vaccination for little ones is quick, effective and painless way to protect your
children from flu this winter
Flu is a really unpleasant illness for little ones. Children aged 2-4 are eligible to receive the flu
vaccination for free. Ask your GP or pharmacist today
Facebook: regional campaign messaging
Post
Flu isn’t the same as the common cold. Flu symptoms tend to be more severe and you
may need to stay in bed for a few days to recover. For some flu can lead to
hospitalisation or even death
Spread The Word Not The Flu – if you’re eligible for a free flu vaccine, call your GP
today. It’s free because you need it.
Social media advice
Public Health England will be using Twitter and Facebook to issue the messages you see in
this document, as well as new customised messages to reflect future developments or
particular winter pressures. We will also be encouraging front line health professionals to get
vaccinated. Please follow us/monitor our Twitter account for the latest messages and new
content.

Follow us @PHE_uk and re-tweet our messages where relevant

Use #fluvaccine in tweets where possible and encourage people to use the same – this could
help the topic to ‘trend’ and appear on more feeds

Use #SpreadTheWordNotFlu in tweets where possible and encourage your network to do the
same

Engage with people who reply to your tweets/posts with questions or comments to continue
momentum

If you are unsure of the answer to a question or how to respond to a negative tweet or
comment from someone on Twitter or Facebook, please contact socialmedia@phe.gov.uk or
the Flu Campaign team at freuds (FluCampaign@freuds.com)

Interact with relevant partners and follow their Twitter feeds – so, local media outlets and
NGOs, local MPs and local authorities in and around your area. Ask them to re-tweet
messages and build a relationship with them
30/36

As well as encouraging your followers and local organisations/contacts to re-tweet your
messages, it’s important to ensure you do the same and re-tweet relevant and interesting
messages
Appendix
The following assets are available via the Dropbox:
31/36




Posters- supplied as PDF
o Flu jab poster 6sht
o Flu jab poster A3
o Flu jab poster A4
Web banners - supplied in static format
o All web banners – pregnant and health conditions
PowerPoint slides for waiting room surgeries- supplied as PP
Email Signature
o Flu jab email banner
Press plan
Radio script
PHE Flu
Radio 30’
Title: Don’t put it off v3
Male VO:
SFX: Brakes squeaking.
If your car needed new brake pads, you’d get them changed...
32/36
SFX: We hear a smoke alarm die mid siren.
If the smoke alarm batteries ran out you’d put news
ones in...
SFX: We hear a door close rather limply.
If the front door lock broke you’d change it...
So why
haven’t you got your flu jab?
If you have a health condition, even one that’s well managed, or you are pregnant, the flu can have
serious complications for you, like pneumonia.
Ask your GP or pharmacist about the flu jab now. It’s free because you need it.
Radio schedule
33/36
Flu Vaccine Uptake Rates
Flu vaccine uptake rates 2011/2012 -2013/2014
2013/14 (%)
2012/13 (%)
2011/12 (%)
73.2
73.4
74.0
Patients aged 65
and over
Patients aged six
months to under 65
years in risk groups
Pregnant women
Health care workers
Carers
Children aged two
years old
Children aged three
years old
52.3
51.3
51.6
39.8
54.8
44.8
42.6
40.3
45.6
46.3
N/A
27.4
44.6
45.2
N/A
39.6
N/A
N/A
Seasonal flu data from GPs
2013/2014 Seasonal Flu Vaccine Update –aged 65 and over
Patients registered
Number vaccinated
% Vaccine Update
9,377,661
6,881,636
73.2%
2013/2014 Seasonal Flu Vaccine Update – 6 months to under 65s at risk
Patients registered
Number vaccinated
% Vaccine Update
5,425,837
2,782,745
52.3%
2013/2014 Seasonal Flu Vaccine Update – pregnant women
Patients registered
Number vaccinated
% Vaccine Update
713,740
287,560
39.8%
34/36
Regional Flu Vaccine Uptake Data
Seasonal flu vaccine uptake in GP patients 1 September 2013 to 31 January 2014 is presented
by area and CCG, and also by local authority.
Seasonal flu vaccine uptake in GP patients final data from 1 September 2013 to 31 January
2014: area teams and CCGs
These data tables include seasonal flu uptake data by area team and CCG for the following groups:
-
-
65 years and over
6 months to under 65 years at risk
pregnant women
2 year olds, broken down to include:
o aged 2 and NOT IN a clinical risk group
o aged 2 and IN a clinical risk group
o all 2 year olds (combined)
3 year olds, broken down to include:
o aged 3 and NOT IN a clinical risk group
o aged 3 and IN a clinical risk group
o all 3 year olds combined
Seasonal flu vaccine uptake in GP patients final data from 1 September 2013 to 31 January
2014: by local authority
These data tables include seasonal flu uptake data by local authority for the following groups:
-
-
-
-
65 years and over
6 months to under 65 years at risk, broken down to include:
o Aged 6 months to two years
o Aged 2 years to under 16 years
o Aged 16 to 65
o Aged 6 months to 65 years combined
pregnant women, broken down to include:
o pregnant and IN A clinical risk group
o pregnant and NOT IN a clinical risk group
o all pregnant women (combined)
2 year olds, broken down to include:
o aged 2 and IN A clinical risk group
o aged 2 and NOT IN a clinical risk group
o all 2 year olds (combined)
3 year olds, broken down to include:
o aged 3 and IN A clinical risk group
o aged 3 and NOT IN a clinical risk group
o all 3 year olds (combined)
If you need assistance with interpreting these data tables, please contact the media team at your
local PHE Centre.
Please reference the following source if you include any of these figures in your media materials:
Source: Data provided by Public Health England
35/36
Long Term Health Conditions vaccine uptake figures
Influenza vaccine uptake in patients aged six months to under 65 years at-risk, by individual clinical risk group
and age, for 2013/14 Seasonal Influenza vaccine uptake in patients aged 6 months to under 65 at risk, by age
group and disease for 2013/14
Total by Risk Group (population
6 months to under 2
16 years to under 65
Age Group
2 years to under 16 years
eligible and vaccinated from age
years
years
groups combined)
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extra
1.14
14
ction
Chronic Heart
7,980
1,855
23.2%
75,976 24,719
32.5%
785,1
430,9
54.9%
869,132
457,56
52.6%
Disease
76
88
2
Chronic Respiratory
3,391
937
27.6%
393,84 177,77
45.1%
2,195, 1,141
52.0%
2,592,91
1,320,
50.9%
Disease
0
0
681
,818
2
525
Chronic Kidney
42
16
38.1%
4,755
1,777
37.4%
286,0
159,9
55.9%
290,872
161,69
55.6%
(Renal) Disease
75
01
4
Chronic Liver
168
69
41.1%
2,721
1,110
40.8%
148,6
64,72
43.6%
151,500
65,904
43.5%
Disease
11
5
Patients with
79
35
44.3%
18,087 10,796
59.7%
1,272, 870,6
68.4%
1,290,35
881,47
68.3%
Diabetes
186
43
2
4
Patients with
176
61
34.7%
10,522
5,149
48.9%
347,7
193,9
55.8%
358,455
199,18
55.6%
Immunosuppression
57
76
6
Patients with
Chronic
Degenerative
511,1
262,6
274,81
Neurological Disease
1,577
346
21.9%
35,972 11,802
32.8%
51.4%
548,667
50.1%
18
63
1
(incl.Stroke/TIA,
Cerebral Palsy or
MS)
Hospital admissions of confirmed influenza cases and deaths 2013/14
Number of intensive care/high dependency unit
hospital admissions for confirmed influenza (week
20-40) 2013/2014
Number of deaths from confirmed influenza (week
20-40) 2013/2014
Hospital admissions due to influenza A
(preventable by vaccine)
Hospital admissions due to influenza B
904
98
890
14
36/36