Euro RSCG retains flu immunisation brief
10 August 2004
Euro RSCG has retained the Department of Health's flu immunisation brief.
The agency, re-appointed following a four-way pitch through COI, will begin work on a new campaign to encourage and remind those eligible to get their free flu jabs between September and November.
Free flu vaccinations have been available for several years to those aged 65 and over and those in at risk groups, such as those with asthma and heart disease.
The previous campaign, launched in 2000, featured Sir Henry Cooper and was highly successful, with take up increasing year on year. The Government's target of vaccinating 70 per cent of older people was exceeded last year.
"The flu campaign messages are as vital as ever. We cannot be complacent and assume that the low levels of winter flu we have seen in previous years will continue" said a Department of Health spokesperson.
"So far we have been able, through advertising and PR, to encourage the majority of older people to have their jab from their GP or practice nurse. This year we aim to expand this to younger, at-risk groups who may have chronic conditions and are harder to reach."
As well as focussing on those eligible for free flu jabs, the campaign will also target relatives and professional healthcare workers.
Media planning will be handled by Zenith Optimedia.
Notes to editors
- Flu is a highly infectious illness and in vulnerable groups can be extremely serious and even result in death
- In 2000, Department of Health extended free flu vaccinations to people aged 65 years and over as well as those in clinically at-risk groups.
- At risk groups include people with a chronic heart or chest complaint, asthma, chronic kidney disease, lowered immunity as a result of disease or medication and any other serious medical condition.
- 1 million more flu jabs were administered to those aged 65 and over in 2003 than in 2000.
Notes for editors
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