Flu immunisation campaign

client:Department of Health
project dates:2003 - 2008
Flu campaign poster

Forster has been delivering strategy and management for the Department of Health’s annual flu immunisation campaign since 2003.

Our strategic objectives are to address the myths around flu, highlight the seriousness of the virus and reach out to vulnerable audiences.

Each year we have adapted and evolved the campaign to target a specific audience, including over 65s, BME audiences, and younger people vulnerable to contracting flu.

Outcomes

  • In 2003/4 we achieved over 1500 pieces of media coverage  and in 2004/5, our message reached over 37.8 million opportunities to view among UK adults In 2005/6, this reach increased to over 68 million opportunities to view

  • In 2006/7, 74% of people aged 65 and over took up the vaccination


Results from our most recent campaign 2007/8:

  • Overall the campaign reached 67% of all adults, a significant increase from last year’s campaign which reached 46%

  • Uptake of the inoculation amongst at-risk audiences rose from 42% in 2006 to 45% in 2007 - a significant rise and the first for some years.


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