Flu awareness campaign re-launched due to rise in disease activity

The government has re-launched its 'Catch It. Bin It. Kill It' campaign to raise awareness of the importance of measures to prevent the continued spread of influenza.

According to Public Health England's data, levels are now higher than the peak of flu activity observed in the last three seasons, though they are yet to reach the levels seen in the last notable seasons of 2010 to 2011 and 2008 to 2009.

Meanwhile, the number of flu-related hospitalisations remains low at a rate of 1.99 per 100,000, and the government is keen to minimise the figures by running the awareness campaign for three weeks.

Consisting of national press, radio, video-on-demand and digital advertising activity, the initiative will emphasise the need for better hygiene standards, while also encouraging more people to get vaccinated.

Professor Nick Phin, head of the respiratory diseases department, said: "It's not too late for people in at-risk groups to get the vaccine for free, as they are at much greater risk of becoming seriously unwell if they catch flu, and sadly many end up in hospital."

Last winter, Public Health England received reports of 904 people being admitted to intensive care or high-dependency units with laboratory-confirmed flu, resulting in 98 deaths.