Government campaign urges pregnant women to get winter vaccinations

Pregnant women are being urged to come forward for vaccinations against flu, RSV and whooping cough as the government launches a new campaign to protect newborns this winter.

The ‘Stay Strong. Get Vaccinated’ campaign, developed by the Department of Health and Social Care (DHSC), uses bubble wrap imagery to illustrate how vaccination during pregnancy passes protective antibodies to babies in the womb.

Data from the UK Health Security Agency (UKHSA) show uptake among pregnant women last winter remained low, with just 35% receiving a flu jab, around half taking up the newly introduced RSV vaccine, and 66% vaccinated against whooping cough.

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UKHSA recorded 12 infant deaths from whooping cough since the start of 2024 and hundreds of babies hospitalised from vaccine-preventable illnesses.

The campaign makes it clear that vaccinations are available through pharmacies, GPs and maternity services.

While pregnant women from 28 weeks can access the RSV vaccine through their maternity service or local GP practice, around 100 community pharmacies in the East of England and the Midlands are also now delivering the RSV vaccine.

This marks a rise from the 40 or so pharmacies offering the vaccine in the spring, and NHS England is planning to expand this by up to 150 additional pharmacies, particularly in areas where access is limited.

Since September 1, community pharmacy teams have been able to vaccinate pregnant women under the 2025/26 NHS adult flu vaccination service.

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The DHSC campaign will run across television, radio, outdoor advertising and social media. A second phase in October will encourage people with long-term health conditions to come forward for flu vaccination.

Health Minister Ashley Dalton said: ‘We urge expectant mothers to come forward for their flu, RSV and whooping cough jabs – it’s one of the most powerful ways to protect your baby through those critical first months.

‘Winter is always tough for the NHS but we are working hard to ramp up preparations so the health service is ready for patients when they need it.

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‘Let’s work together to protect ourselves and ease pressure on our NHS – the single best way you can protect yourself and your family is by getting vaccinated.’