NHS England said new government vaccination campaigns urging people to protect themselves against winter viruses will launch from 22 September1. The first campaign will encourage pregnant women to "Stay strong. Get vaccinated" for flu, RSV and whooping cough1. The announcement was published on 16 September as part of the NHS's winter preparations1.
Since the start of September, pregnant women and millions of children have been able to get their flu vaccinations1. From 1 October, older adults, those at clinical risk and other eligible groups will also be able to get their flu and COVID jabs1. Further activity will follow in October to support uptake of flu vaccination among people with long-term health conditions, using protective imagery such as bubble wrap across TV, video on demand, radio, outdoor and social channels1.
The campaign sits alongside wider NHS winter planning. Throughout September, local NHS leaders are testing the robustness of their winter plans through scenario exercises covering staff shortages, rapid increases in demand and multiple virus outbreaks1. Local teams are also being asked to identify patients most vulnerable to winter viruses and at risk of hospital admission, to provide targeted care and ensure they have the appropriate vaccinations1. The health service is predicting another pressured winter, with 2025 currently on track to be the busiest on record for A&Es and ambulance services1. The approach follows the Urgent and emergency care plan published in June, backed by £450 million of funding, and over £370 million of capital investment is being allocated to deliver around 40 new same day emergency care centres and urgent treatment centres1.
"Our new winter marketing campaign has a clear message: 'Stay strong. Get vaccinated'."
Amirthalingam said that people who are pregnant or have a long-term health condition are at greater risk from serious flu complications, and that vaccination protects them and their family, and for pregnant women also protects the baby both in the womb and for the first few months of life1. She added: "Don't wait, if you are eligible, please come forward"1. Professor Julian Redhead, NHS national clinical director for urgent and emergency care, said the NHS now offers protection against a greater number of viruses than ever before and asked those eligible for RSV, COVID or flu jabs to come forward as soon as possible1.
| Group | Vaccination timing reported |
|---|---|
| Pregnant women and millions of children | Flu vaccinations available since the start of September1 |
| Older adults, those at clinical risk and other eligible groups | Flu and COVID jabs from 1 October1 |
| People with long-term health conditions | October activity to support flu vaccination uptake1 |
Why it matters for households
The campaigns set out who is being urged to take up winter vaccinations and when. Pregnant women are the first focus from 22 September, with flu, RSV and whooping cough named in the campaign1. Households with older adults or people at clinical risk will see flu and COVID jabs become available to those eligible from 1 October1. The NHS said it will also ensure medication such as Tamiflu is easily available for those at high risk of developing complications from flu1. The UK Health Security Agency's deputy director of immunisation said those who are pregnant or have a long-term health condition are at greater risk from serious flu complications, and asked eligible people to come forward1. The guide to vaccines that protect against outbreaks sets out the flu, COVID-19 and measles vaccines, and the health emergencies hub covers wider health incident planning.
What happens next
The first campaign launches from 22 September, aimed at pregnant women1. Flu and COVID jabs open to older adults, those at clinical risk and other eligible groups from 1 October1. Further campaign activity supporting flu vaccination among people with long-term health conditions follows in October1.
Vaccines Against Outbreaks
