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Changing the Conversation on Adult Influenza Vaccination: England

Annual vaccination against influenza is well established in the United Kingdom.  The traditional vaccination strategy has been to target groups at higher risk of infection and serious complications such as adults and children with underlying chronic medical conditions, pregnant women, and older people.

A sophisticated national campaign is shaped and driven by the public health authorities aimed to improve uptake rates of influenza vaccination.  The strategy which is developed and published as part of the annual Flu Plan sets out a coordinated and multi-channel approach to guiding the implementation of an awareness campaign and providing partner organizations with information and resources ahead of the flu season. 

The campaign comprises a variety of online and offline communications to ensure that key messages are transmitted effectively to a broad audience.  A set of communication tools is shared by the government to maximize the coverage of the messages in the targeted audience, including an up-to-date website, factsheet, poster, video, postcard, and social media banners.

Several patient associations and organisations that represent at-risk populations including the British Lung Foundation, British Heart Foundation, Diabetes UK and Age UK actively support and participate in the campaign and create customized campaign resources and messages.

Changing the Conversation Report cover

Campaign Overview: England Report

View the report providing an overview of
the adult influenza campaign in England.

Campaign Overview: England Infographic

View the infographic providing a summary
of the adult influenza campaign in England.


England Resources

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