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NHS launches social media campaign urging flu vaccination ahead of ‘tough’ winter
Millions of people eligible are being urged to book flu vaccination appointments to protect their health and ease the strain on England’s health services ahead of a ‘tough’ winter.
The Government is highlighting the importance of flu vaccination as part of NHS winter health preparations ahead of what is thought to be a ‘tough’ winter. Millions of people eligible for a free flu vaccine are being urged to book appointments to protect their health and ease the strain on England’s health services over the winter.
Flu is more serious than a cold and can result in hospital treatment, serious complications, and death. The government is urging people who are more at risk of serious complications, including young children, people with long-term health conditions, pregnant women, and older people, to get vaccinated against flu to prevent serious illness.
New data released last week has shown that over 10 million flu vaccinations have been delivered since August, when bookings first opened, and September, when vaccinations started taking place; this included 2.7 million vaccines delivered last week. However, there are millions more people who are eligible for an NHS flu vaccine. The NHS and UKHSA are working together to find new ways to reach people about their eligibility, including reaching people via social media.
NHS social media campaign
The Government has launched a new social media campaign across major social media platforms, including Facebook, Instagram, and Snapchat and has launched the campaign via TikTok for the first time. The social media campaigns are promoting the new NHS App features to encourage people to book their appointments. The new app features help people check if they are eligible for a free flu vaccination and book their appointment at a community pharmacy in an attempt to make the process more convenient.
This year, the government will also be launching a ‘catch-up’ programme, so school children who miss their vaccinations earlier in the year can make appointments with community pharmacies. The new programme hopes to see more children vaccinated against the flu, alongside the ‘Manage a Vaccination in School’ (MAVIS) programme, which will cover 14,000 schools this year.
Dr Amanda Doyle, NHS National Director for Primary Care and Community Services, said: ” It’s easier than ever for anyone who is eligible to come forward and get their flu vaccine, whether it’s at a GP surgery, high street pharmacy, community pop up clinic or at school, and it’s one of the best things you can do to protect yourself and your family ahead of winter. The NHS app is a fantastic and quick way to book, or you can contact your GP or find a pharmacy near you. If you’re a parent, we’re making it easier to consent to your child being vaccinated in school with new digital forms. We are expecting this winter to be tough, but flu vaccines are a vital way for you to avoid becoming really ill and hospitalised, so please do book your flu jab as soon as possible.”
Flu vaccination can prevent cold weather-related deaths
The UK Health Security Agency (UKHSA) has published a new Cold mortality monitoring report this month, and has estimated that 2,200 deaths attributable to cold weather occurred during winter 2025/26 in England.
The UKHSA estimates that flu vaccinations prevented around 7,000 deaths and around 100,000 hospitalisations in England over the last year.
Health Minister James Frith said, ” Vaccines save lives. It has never been easier to find out if you are eligible and get vaccinated, helping protect yourself and reduce pressure on the NHS during the winter season. Eligibility is focused on those most vulnerable – from young children to older adults and people with long-term health conditions – so if you are eligible, please come forward this winter. ”
Chief Medical Officer Professor Chris Whitty said: “Flu can be a serious illness for vulnerable people, and life-threatening for some. It is important that those eligible for free NHS flu vaccines get vaccinated. Frontline health workers have a professional responsibility to protect their patients, and this includes getting vaccinated against transmissible diseases.”
