Flu campaign targets at-risk groups

Sir Henry Cooper is again fronting the campaign

This year's flu vaccine campaign will target those at risk of what the Chief Medical Officer called the "silent assassin".

For most people, flu is an unpleasant, but ultimately not serious.

But for those who have a chronic respiratory disease, or asthma, renal or heart disease, diabetes or impaired immunity, it can lead to serious complications, or even death.

People who fall into those groups, whatever their age, will be encouraged to have the free immunisation.

We do not want last year's mild winter and low incidence of flu to lull people into a false sense of security

Professor Liam Donaldson, CMO for England

The government's campaign, launched on Monday, will also target over 65s.

Last year was the first time over 65s, rather than over 75s, were targeted for flu jabs.

Because of the success of the campaign, the target has been increased to immunise 65% of over 65s, compared to 60% last year.

The campaign will again be fronted by former heavyweight boxing champion Sir Henry Cooper.

The advertising campaign will say "Don't get knocked out by flu. Get your jab in first".

'Protection is crucial'

Professor Liam Donaldson, the Chief Medical Officer for England, said: "While the occasional bout of flu is not a serious matter for most healthy people, in severe cases it can lead to death; it is the 'silent assassin'.

"We do not want last year's mild winter and low incidence of flu to lull people into a false sense of security.

Flu can cause serious complications for some

"The more people who are protected by immunisation the fewer people will suffer serious illness as a result of flu this winter."

Adverts will also be published in ethnic minority media, with information leaflets in 12 languages, so the message about the importance of immunisation gets through to as many people as possible.

NHS workers will be offered the flu immunisation and experts will monitor how many actually have the jab.

Warning

Campaign groups welcomed the emphasis on groups at risk from flu.

Dr Mark Britton, chairman of the British Lung Foundation, said: "People do not realise that flu causes acute respiratory illness which, in the weak and vulnerable, can develop into potentially fatal complications such as pneumonia."

Gordon Lishman, director general of Age Concern England, added: "One of the best things that older people can do this winter is to protect themselves from flu by taking advantage of the free flu vaccination.

"But in order to discourage the spread of the virus we would also urge frontline health and care workers to get immunised so that these services can cope in the case of an epidemic."