Objectives:

• To increase the uptake of the vaccine among those aged 65 years and over and among those in the 'at risk' group. (See above for definition.)
• To raise awareness about who is eligible for the free flu vaccine.
• To contribute to the targets set for uptake. (See tables 1 and 2 under evaluation for targets.)

Background:
Influenza, or 'flu', is a highly infectious disease caused by a virus that affects people of all ages. While most people recover without complications in 1-2 weeks, flu can cause serious illness, especially in the elderly and those with a serious medical condition.

Flu epidemics occur mainly in the winter months and can result in widespread disruption to healthcare and other services. Every year a vaccine is produced based on the strains of virus expected to be circulating.

The flu immunisation programme takes place during October and November each year. Since October 2000 the Health Promotion Agency has supported the immunisation programme with a public information campaign which aims to encourage uptake of the flu vaccine to protect those most at risk from flu.

The campaign:

2000 campaign:
In 2000, the campaign included television and radio advertising, a newspaper insert, information notes for health professionals and an information leaflet and poster for the public.

Three television advertisements were pretested with representatives from the over 65 age group and the preferred version featuring Dr Hilary Jones, the popular GP and GMTV presenter, was produced as a 30-second advertisement for the 2000 campaign. A 10-second advertisement was produced as a reminder. The advertisements were broadcast on UTV, Channel 4 and Channel 9.

Click here to view the 'Dr Hilary Jones' television advert

The television advertisement voice-over was broadcast as a 30-second radio ad on Downtown Radio.

The campaign leaflet and poster were pretested at the same time as the television advertisement. The poster was printed in A2 size. Almost half a million leaflets were printed and distributed to outlets such as GP surgeries, pharmacies, nursing and residential homes and libraries.

As part of the 2000 campaign guidance information for health professionals was produced in an easy 'flick-over' format and distributed to GPs, practice nurses, treatment room nurses, district nurses, health visitors and pharmacists.

2001 campaign
In 2001, the campaign was very similar to that run in 2000 and included television advertising and radio advertising as well as an information leaflet and poster.

Advertising on buses was used specifically to target the over 65 target group.

2002 campaign
In 2002, a new television advertisement was developed to include to the flu immunisation programme, those considered 'at risk' because of a serious medical condition. The television advertisement 'Protect yourself. Catch the vaccine not the flu', was broadcast on UTV and Channel 9.

Click here to view the 'Catch the vaccine' television advert

Radio and bus advertising were used and a new poster and information leaflet were developed to include information about the 'at risk' group.

2003 campaign
In 2003, the television and radio advertisements developed for the 2002 campaign were broadcast on UTV and Channel 4. Poster advertisements were also displayed on Ulsterbus and Citybus vehicles.

The posters developed for the 2002 campaign were reprinted in A1 and A2 format and the 2002 campaign leaflet also reprinted and distributed.

An additional leaflet on the pneumococcal vaccine was developed to encourage uptake of the pneumococcal vaccine among those aged 65 years and over and those in the 'at risk' group'. The pneumococcal leaflet was made available to people receiving their flu injection.

A factsheet on the pneumococcal vaccine was also produced for health professionals.

2004 campaign
In 2004, the television and radio advertisements developed for the 2002 campaign were updated and broadcast. A new radio advertisement was also developed to target parents of children in the 'at risk' group.

The poster and leaflet from the 2002 and 2003 campaigns were revised and distributed.

2005 campaign
In 2005, the television and radio advertisement scripts from the 2002 campaign were updated to reflect the new target groups.

New posters and information leaflets were developed for the 2005 campaign. The new materials included A2 posters to highlight that the flu vaccination is available free to healthcare workers and carers. Occupational health departments in Health and Social Services organisations were provided with a new information leaflet to promote the flu campaign in their workplace.

Equality of access: the campaign leaflet was produced on audiocassette for the blind and visually impaired.

It was also translated into Arabic, Irish, Cantonese and Urdu and distributed to GPs. Copies were made available as PDF files on the DHSSPS website at: www.dhsspsni.gov.uk/ and on the HPA's website.

All television advertisements were subtitled for UTV.

2006 campaign
Posters and information leaflets developed for the 2005 campaign were reprinted and distributed to GP practices, pharmacies, occupational health departments, residential homes and the Central Health Promotion Resource Services.

Equality of access: the campaign leaflet is available on audiocassette for the blind and visually impaired. It is also translated into Arabic, Irish, Cantonese and Urdu and distributed to GPs. Copies are available as PDF files on the DHSSPS website at: www.dhsspsni.gov.uk/ and on the HPA's website.

Evaluation:

A survey of awareness and recall of the 2000 flu campaign among over 65s and the 'at risk' group revealed a high level of awareness of publicity about the flu vaccine.

Northern Ireland has exceeded the target set for uptake of the flu vaccine in the 65 and over age group every year since 2000. (See Table 1.)

Table 1: Influenza vaccination – 65 years and over

Northern Ireland has exceeded the target set for uptake of the flu vaccine in the under 65 age group who are ‘at risk’ because of a serious medical condition except 2002/03. (See Table 2.)

Table 2: Influenza vaccination – under 65 years of age ‘at risk’

*Assuming 10% of all those aged under 65 years of age are ‘at risk’.

Tables 1 and 2 are supplied courtesy of the Communicable Disease Surveillance Centre Northern Ireland.