DoH prepares for £4m ad blitz to promote flu jabs

The Department of Health (DoH) is launching its biggest push for its flu-immunisation campaign, with the launch of an estimated £4m advertising campaign this autumn. For the first time, the Government will try to target younger people who may have chronic respiratory conditions.

As part of the initiative, the DoH has decided to review the advertising business for the Government’s flu strategy, which aims to achieve more than 70 per cent uptake of vaccination among the over-65s and those in a high-risk group.

Incumbent agency Euro RSCG London is repitching for the business. The agency will be up against HHCL/Red Cell, Miles Calcraft Briginshaw Duffy and Publicis. The pitches take place next month.

The campaign will encourage and remind those eligible to get their flu jabs between September and November. Previous campaigns, created by the incumbent, featured former boxer Sir Henry Cooper and used the tagline “Don’t get knocked out by the flu, get your jab in first”.

A DoH spokeswoman says: “So far we have been able, through advertising and PR, to encourage the majority of older people to have jabs from their GPs or practice nurses. But this year we aim to expand our appeal to younger at-risk people who may have chronic conditions and are harder to reach.”

Media planning will continue to be handled by Zenith Optimedia.

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