Public Health England and NHS prepare for unpredictable flu season

At-risk groups in the West Midlands urged to take up free flu vaccination

Public Health England (PHE)’s national seasonal flu campaign has been launched, encouraging uptake of the influenza (flu) vaccine amongst the most at-risk groups in the West Midlands region.  The campaign targets people of all ages with a health condition, pregnant women and parents of children aged 2- to 4-years-old.

For most healthy people, flu is an unpleasant but usually limiting disease with recovery time taking up to a week.  However, older people, the very young, pregnant women and those with a health condition, particularly chronic respiratory conditions such as asthma, diabetes or heart disease, or those who have a weakened immune system are at particular risk from the more serious effects of flu.

People with flu are approximately 11 times more likely to die if they have an underlying health condition than if they do not.  Despite this, only 53% of people in the West Midlands region aged 6 months to 65 years living with an underlying condition putting them at risk of severe infection took up the offer of the free flu vaccine during 2013/14 – much the same as the 52% average for England.

Pregnant women are encouraged not to put off the free flu vaccination this winter. Pregnancy naturally weakens the body’s immune system and, as a result, increases the risk of a mother and unborn baby becoming seriously ill from flu.

Since 2013, 2- and 3-year-olds have been eligible for flu vaccination with a newly-available nasal spray, and this year the spray is also being offered to 4-year-olds.  However, around 56% of mums in the West Midlands region are not aware of this quick, effective and painless way to protect children from flu, with regional uptake rates under 42% in 2- to 3-year-olds in 2013/14, a little higher than the national rate of around 40% uptake for this age range.

Last year’s flu season was less severe than some we have seen, but flu is an unpredictable virus and it is impossible to predict the impact of the disease and how many serious cases there might be, as new strains might circulate each year with varying intensity.  This reinforces the need for annual flu vaccination among these key groups – including those aged 65 and over who have historically good uptake rates at around 75% nationally.

The national campaign is being launched to encourage those eligible for the vaccine free on the NHS to contact their GP or pharmacist.

Professor Dame Sally Davies, Chief Medical Officer, said:

“Flu is a really unpleasant illness, particularly for our most vulnerable patients, and it is essential that people take steps to protect themselves during the winter months.  I would urge those who are offered the free flu vaccination to visit their GP early in the flu season.  I also urge all health care workers to make they are vaccinated to protect themselves, their patients and their families”.

Dr Paul Cosford, Director for Health Protection and Medical Director at Public Health England, said:

“The nasal spray is a quick, easy and painless way to help prevent pre-school age children from catching flu, and the vaccine also helps to reduce the spread of flu to those who are more vulnerable.

“People with certain long-term health conditions are at much greater risk of becoming seriously unwell if they catch flu and, sadly, many end up in hospital.  The best way people can protect themselves from flu is to take up the offer of free vaccination from their GP as soon as it becomes available.  Even people whose health conditions are well managed and who lead otherwise healthy lives should still have the flu vaccine – it’s free because you need it.

“Last year, around 40 per cent of pregnant women protected themselves and their baby from flu by getting vaccinated.  This year we want to see more pregnant women and their babies protected.  Women can safely have the vaccine at any point during pregnancy, and it can reduce the risk of complications such as pneumonia and premature birth that can arise as a result of flu.”

The campaign includes:

• National press adverts aimed at adults with long-term conditions and pregnant women
• Radio adverts aimed at adults with long-term conditions and pregnant women
• Search marketing aimed at all of our at risk groups.

For further information about flu and to watch a video showing how flu spreads, visit: nhs.uk/conditions/flu.