BBC News Online: UK: Scotland

Drive to increase flu vaccinations

A £10m advertising campaign has been launched

Elderly and frail people are being targeted in an attempt to reduce the number of winter deaths from the infection.

The Scottish Executive hopes the press, TV and bus advertisements will increase the number of people aged over 65 coming forward for the vaccine to 65%.

Health Minister Susan Deacon unveiled a catalogue of measures designed to get more people to visit their GP for flu jabs ahead of winter.

These include the appointment of flu co-ordinators across the country and more information for doctors to help them spot those most vulnerable.

Ms Deacon said she hopes patients will take advantage of the ready availability of vaccinations.

She said: "Some 800,000 people aged 65 and over and those with chronic illnesses such as diabetes, heart conditions or kidney disease will be offered flu vaccinations this year.

"This is a key part of our plans to prepare both the public and the NHS for the forthcoming winter.

"Last year, through the excellent support of health professionals, patients, their families and their carers, we managed to surpass our target uptake rate of 60%.

Last year, the NHS exceeded its 60% uptake target, hitting 63.3%.

Dr George Venters, deputy chairman of BMA Scotland's public health committee, said the country's 3,500 GPs were gearing up for the flu campaign.

He said: "It is important that the flu campaign reaches as many vulnerable people as possible, because it is inevitable that there will be cases of flu this winter.

"The jag, however, can reduce both the likelihood of getting flu and the severity of the illness of those unfortunate enough to catch it."

The second part of the campaign will try to attract a wider audience offering advice on how to minimize the effects of colds and flu.