The over-65s are seen as a 'high risk' group for whom flu can lead to serious complications such as bronchitis, pneumonia and even death. The initiative, overseen by public health minister Yvette Cooper, also targets other high-risk groups such as those with heart disease, diabetes, impaired immunity and people in residential or nursing homes.
Creative for the campaign is likely to continue to feature former boxer Sir Henry Cooper, together with the strapline 'Don't get knocked out by the flu, get your jab in first'. The campaign aims to explain that flu jabs are available free to people in high-risk groups and anyone aged over 65.
The campaign was launched in autumn 2000, with a minimum uptake target of 60%. A target of 65% was set for the autumn 2001 campaign and in both cases the targets were exceeded.
Media strategy for this year's campaign, which will kick off in September/October, has yet to be decided but is likely to include national press, TV and radio, as well as leaflets and posters.
Media planning for the campaigns was previously handled via Euro RSCG which appointed its sister agency Media Planning Group to the task.
Optimedia is one of the five media agencies selected from the COI roster, to form the DoH roster earlier this year. Media buying will be handled by agencies on the COI's buying roster.
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