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> Contents page
Introduction page 3
Social media campaign page 4
Overview of activity page 5
Flu vaccination specific content page 7
Flu vaccination general content page 10
Flu myth film page 12
2
STAY WELL THIS WINTER | FLU VACCINATION
SOCIAL MEDIA TOOLKIT
NOVEMBER 2015
> INTRODUCTION
Winter can be seriously bad for our health and a challenging time for the NHS, particularly
urgent and emergency care services. A joint national initiative from NHS England and Public
Health England called Stay Well This Winter, started in October to help people aged 65 or over,
those with long-term health conditions, pregnant women and parents of children aged two,
three and four and in school years 1 and 2 stay well this winter.
The Stay Well This Winter campaign is not about preventing those that need urgent care from
going to hospital, but aims to help those that are most vulnerable to falling seriously ill with
winter ailments avoid needing hospital treatment by providing simple advice to protect them.
This social media toolkit concentrates on the Flu vaccination aspect of the campaign. The overall
flu vaccination activity is aimed at key at risk groups reminding them about the importance of
taking up the offer of a free flu vaccination. It is crucial that it is communicated that flu
vaccination is still our best defence against a serious illness which can result in hospitalisation
and even death.
The social media content in this toolkit focuses mainly on encouraging the uptake of the flu
vaccine amongst pregnant women and parents of children aged two, three and four and in
school years 1 and 2. By supporting our activity through your social media channels this will
help us to reach more people with our campaign messages. This will help increase awareness
about the benefits of flu vaccination, encourage uptake in your area and generate relevant
conversations to help our audiences stay well and healthy throughout winter.
3
> SOCIAL MEDIA CAMPAIGN
Stay Well This Winter social media messaging will appear across NHS Choices’ Twitter and
Facebook channels (listed per below). Please follow these channels and repost content that is
relevant to your audiences:
Twitter: https://twitter.com/NHSChoices
Facebook: https://www.facebook.com/NHSChoices
Campaign hashtag: #StayWellThisWinter
We have created specific flu vaccination campaign posts and content for you to use. If you are
creating your own Stay Well This Winter posts please check that they are in line with the
campaign key messages which are available in the campaign PR toolkit. The PR toolkit and all
content are available via the PHE Campaign Resource Centre under the Stay Well This Winter
tabs at the link below; you will need to sign-in to view these pages:
https://campaignresources.phe.gov.uk/resources/SWTW
4
> OVERVIEW OF ACTIVITY
The purpose of the Stay Well This Winter flu vaccination social media campaign is to reinforce
our flu vaccination call to action: Don’t put off getting the flu vaccination. If you’re eligible get it
now. It’s free because you need it.
Our content is mainly aimed towards parents of eligible children and pregnant women about
the flu vaccine, as well as the other key at risk groups. We will drive engagement by reminding
our audience that they are eligible for the free flu vaccine and busting common flu myths. The
content will provide fans and followers a platform to receive accurate information as well as
ensure that the relevant audiences have the key information they need.
We have created posts to be used on your facebook and twitter channels and made campaign
imagery and videos available. We know that posts that include images or videos are much more
engaging. The content has been clearly labelled in the toolkit to match the assets available for
download on the PHE Campaign Resource Centre.
As there are a number of key audiences, we need to ensure that we direct them to information
that is relevant to them. There is specific flu vaccination information for each at risk group on
NHS Choices, details are below:
http://www.nhs.uk/Conditions/pregnancy-and-baby/Pages/flu-jab-vaccine-
pregnant.aspx for content relating to pregnancy and the free flu jab
http://www.nhs.uk/Conditions/vaccinations/Pages/child-flu-vaccine.aspx for parents of
children aged two, three or four or in school years 1 and 2
http://www.nhs.uk/Conditions/vaccinations/Pages/who-should-have-flu-vaccine.aspx
for general content about the flu vaccine and who is eligible get it
5
The posts we have created use shortened versions of the URL links above. Please use the URLs
in the posts provided to help us to track campaign activity.
FLU VACCINATION SPECIFIC CONTENT
The below posts and content have been separated into tables for our two main audiences:
Pregnant women
Parents of children aged two, three and four and in school years 1 and 2
All campaign images and videos can be used on your channels up until February 29th 2015.
Please contact [email protected] if you would like to use anything past this date.
Pregnant women:
Facebook Twitter Suggested Image
If you are pregnant, you are
eligible for the flu vaccination
free of charge. It’s free because
you need it. #Staywellthiswinter
Speak to your GP, pharmacist or
midwife today
http://po.st/PHEFLU1
If you’re pregnant you’re
eligible for the free flu jab.
http://po.st/PHEFLU1
#staywellthiswinter
SWTW_Flu_pregnant_1
The flu vaccine reduces the risk
of complications for pregnant
women if they catch flu.
Pregnancy naturally weakens the
body’s immune system and as a
result pregnant women may be
The flu jab reduces the risk of
complications for pregnant
women if they catch flu
#staywellthiswinter
SWTW_Flu_pregnant_1
6
less able to fight off infections,
increasing the risk of becoming
ill as a result of flu
http://po.st/PHEFLU1
#staywellthiswinter
If you’re pregnant you are
entitled to a free flu jab. It
reduces the risk of complications
for both you and your baby if
you catch flu. Ask your GP,
pharmacist or midwife about the
free flu jab http://po.st/PHEFLU1
#staywellthiswinter
Get a free flu jab to protect you
from flu this winter
#staywellthiswinter
http://po.st/PHEFLU1
Flu_pregnant_2
Or
Flu_pregnant_3
Flu vaccination is safe at any
stage of pregnancy. It reduces
the risk of complications for both
you and your baby if you catch
flu. http://po.st/PHEFLU1
#staywellthiswinter
You can get the free flu jab at
any stage of pregnancy
http://po.st/PHEFLU1
#staywellthiswinter
SWTW_Flu_pregnant_1
Whatever stage of pregnancy
you’re at, get the flu jab and
protect yourself and the baby
http://po.st/PHEFLU1
#staywellthiswinter
Whatever stage of pregnancy
you’re at get the flu jab and
protect yourself and the baby
http://po.st/PHEFLU1
Flu_pregnant_3
7
Parents of children aged two, three and four and in school years 1 and 2:
Facebook Twitter Suggested Image
If you have children aged two,
three or four they are eligible for
a free flu vaccination. Don’t put it
off. http://po.st/PHEFLU2
#staywellthiswinter
They are eligible for the free
flu vaccine
http://po.st/PHEFLU2
#staywellthiswinter
Flu_parents_1
If you have children in school
years 1 or 2 they are eligible for a
free flu vaccination. Don’t put it
off. http://po.st/PHEFLU2
#staywellthiswinter
They are eligible for the free
flu vaccine #staywellthiswinter
http://po.st/PHEFLU2
Flu_parents_2
Are your children aged two, three
or four? Or in school years 1 or
2? Protect them with the flu
vaccine. It’s free, fast and
painless http://po.st/PHEFLU2
#staywellthiswinter
Protect them with the free flu
vaccine. It’s free, fast and
painless http://po.st/PHEFLU2
Flu_parents_3
As above Protect them with the free flu
vaccine. It’s free, fast and
painless http://po.st/PHEFLU2
Flu_parents_2
Flu can be serious for young
children. If you have children
aged two, three or four or in
school years 1 or 2 make sure
Flu can be serious for children
aged 2, 3 or 4. Make sure they
have the flu vaccine
http://po.st/PHEFLU2
SWTW_Flu_parents_4
8
they have the flu vaccination
http://po.st/PHEFLU2
#staywellthiswinter
As above Flu can be serious for children
in school years 1 or 2. Make
sure they have the flu vaccine
http://po.st/PHEFLU2
Flu_parents_2
The nasal spray flu vaccine is
recommended for all healthy
two, three and four-year-old
children plus children in school
years one and two
http://po.st/PHEFLU2
#staywellthiswinter
Children aged 2,3 and 4 can
have the free flu nasal spray.
#staywellthiswinter
http://po.st/PHEFLU2
SWTW_Flu_parents_4
Children aged two, three or four
and in school years 1 and 2 are
eligible for the free flu nasal
spray. Follow the link and find
out more about the flu vaccine
http://po.st/PHEFLU2
#staywellthiswinter
Children aged 2, 3 and 4 & in
school years 1 or 2 can have
the free flu nasal spray.
http://po.st/PHEFLU2
Flu_parents_3
Do you have children aged two,
three or four or in school years 1
or 2? You can help protect them
from flu with one simple nasal
spray vaccination
Protect them from flu with a
free flu vaccine
http://po.st/PHEFLU2
#staywellthiswinter
Flu_parents_3
9
http://po.st/PHEFLU2
#staywellthiswinter
FLU VACCINATION GENERAL CONTENT
As well as targeting pregnant women and parents we have created posts and content that dispel
the common myths about flu and further amplify the flu vaccination activity for all at risk
groups.
Facebook Twitter FLU Myth Images
Cold weather can be
particularly harmful for people
aged 65 or older. Make sure
they’re protected from flu this
winter find out more
information about the free flu
jab here http://po.st/PHEFLU3
People aged 65 or older are
eligible for a free flu jab. Make
sure they #staywellthiswinter
http://po.st/PHEFLU 3
Flu_jab_reminder
Do you have a long-term health
condition or know someone
who does? Flu can make the
effects of existing conditions
worse and makes complications
like pneumonia more likely.
Speak to your GP or pharmacist
to get a free flu jab
http://po.st/PHEFLU3
If you have a long term health
condition don’t forget to get the
flu jab #staywellthiswinter
http://po.st/PHEFLU3
Flu_jab_reminder
Having the flu vaccine does not
give you flu. Find out if you or
Find out if you or your family
are eligible for the free flu
SWTW_Flu_vaccine_1
10
your family are eligible for the
free flu vaccine here
http://po.st/PHEFLU3
#staywellthiswinter
vaccine here
http://po.st/PHEFLU3
#staywellthiswinter
Flu cannot be treated with
antibiotics. Viruses cause flu,
and antibiotics only work
against bacteria. Make sure
you’re well informed and visit
NHS Choices to find out if you
or your family are eligible for a
free flu vaccine.
http://po.st/PHEFLU3
#staywellthiswinter
Flu can’t be treated with
antibiotics. Find out if you’re
eligible for the free flu vaccine
http://po.st/PHEFLU3
SWTW_Flu_antibiotics
If you are eligible for a free jab
you need to get a new one
every year. The flu virus can
change so make sure you
contact your GP or pharmacist
for more information
http://po.st/PHEFLU3
#staywellthiswinter
If you’re eligible for a free flu jab
you need a new one every year
#staywellthiswinter
http://po.st/PHEFLU3
SWTW_Flu_vaccine_2
Vitamin C won’t stop you from
getting flu. Find out if you or
your family are eligible for a
free flu vaccine. Find out more
about flu and the flu vaccine
here http://po.st/PHEFLU3
Find out if you or your family
are eligible for the flu vaccine
http://po.st/PHEFLU3
#staywellthiswinter
SWTW_Flu_vaccine_VitC
11
#staywellthiswinter
Do you know if you or your
family are eligible for a free flu
vaccine? Visit NHS Choices and
find out more here
http://po.st/PHEFLU3
#staywellthiswinter
Visit @NHSChoices to find out if
you or your family are eligible
for a free flu jab
http://po.st/PHEFLU3
SWTW_Flu_vaccine_3
>> Flu myths film
To tackle the myths and misconceptions which can prevent some eligible people from getting
the free flu vaccination, a short, humorous film has been developed. The film features a cast of
children who educate each other on the importance of the flu vaccination and Dr Ranj,
paediatrician and media medic, provides a voiceover. The content is hosted on the Public Health
England Youtube channel. We would encourage you to share this video with your followers.
The flu myths film has also been cut into seven shorter 30 second social media friendly clips, and
will be shared organically via the NHS Choices Facebook and twitter channels. They are also
available to you on the PHE Campaign Resource Centre and have been clearly labelled below.
We recommend that you post videos directly to your social media profiles with the video file
embedded in Twitter and Facebook if you can.
To upload videos to Twitter just follow this link < https://video.twitter.com> and ensure you are
logged in as the official account.
All campaign images and videos can be used on your channels up until February 29th 2015.
Please contact [email protected] if you would like to use anything past this date.
12
Flu myths video content:
Facebook Twitter Corresponding link or cut
down version
Have you watched the new flu
film from NHS Choices? You can
help protect yourself and your
family from flu by learning more
and finding out if you’re eligible
for a free flu vaccine. Watch the
video and just follow the link.
Easy! http://po.st/PHEFLU3
Have you watched the
@NHSChoices flu film yet?
#staywellthiswinter and learn
more about flu
http://po.st/FLUvid
If you are eligible for a free jab
you need to get a new one
every year. The flu virus can
change so make sure you
contact your GP or pharmacist
for more information
http://po.st/PHEFLU3
#staywellthiswinter
If you’re eligible for a free flu jab
you need a new one every year
#staywellthiswinter
http://po.st/FLUvid
OR
short video version:
SWTW_Flu_jab_1
Did you have the flu jab last
year? The flu virus changes so
you need a new one every year.
Watch @NHSChoices’ new flu
film for more information
http://po.st/PHEFLU3
Watch the new @NHSChoices
flu film and find out how to
protect you and your family
from flu #staywellthiswinter
http://po.st/FLUvid
OR
short video version:
SWTW_Flu_jab_2
Flu cannot be treated with
antibiotics. Viruses cause flu,
and antibiotics only work
Flu can’t be treated with
antibiotics. Find out if you’re
eligible for the free flu vaccine
OR
short video version:
SWTW_Flu_jab_3
13
against bacteria. Make sure
you’re well informed and visit
NHS Choices to find out if you
or your family are eligible for a
free flu vaccine.
http://po.st/PHEFLU3
#staywellthiswinter
Cold weather can be
particularly harmful for people
aged 65 or older. Make sure
they’re protected from flu this
winter find out more
information about the free flu
jab here http://po.st/PHEFLU3
People aged 65 or older are
eligible for a free flu jab. Make
sure they #staywellthiswinter
http://po.st/PHEFLU3
http://po.st/FLUvid
OR
short video version:
SWTW_Flu_jab_4
The nasal spray flu vaccine is
recommended for all healthy
two, three and four-year-old
children http://po.st/PHEFLU2
#staywellthiswinter
Are your children aged 2-4?
Protect them from flu with a
free flu vaccine
http://po.st/PHEFLU2
http://po.st/FLUvid
OR
short video version:
SWTW_Flu_jab_5
The nasal spray flu vaccine is
recommended for all healthy
two, three and four-year-old
children plus children in school
years one and two
http://po.st/PHEFLU2
#staywellthiswinter
Are your children aged 2-4 or in
school years 1 or 2? Protect
them from flu with a free flu
vaccine
http://po.st/FLUvid
OR
short video version:
SWTW_Flu_jab_6
Confused about flu? Watch the
new flu film on @NHSChoices
for information you need to
Don’t be confused about flu,
watch @NHSChoices’ film and
#staywellthiswinter
http://po.st/FLUvid
OR
short video version:
14
help you and your family to
#staywellthiswinter
http://po.st/PHEFLU2
SWTW_Flu_jab_7
15