The Department of Health and Social care has launched a new national vaccination campaign - 'Stay Strong. Get Vaccinated' - to protect newborn babies.
The Department of Health and Social Care campaign - ‘Stay Strong. Get Vaccinated’ – uses bubble wrap imagery to show how vaccination during pregnancy passes life-saving antibodies through the placenta to protect newborns.
It comes as the NHS ramps up preparations for winter to provide the safest possible care for patients, with local NHS leaders taking part in “stress test” exercises and providing targeted care for the most vulnerable.
Alongside this, patients are being urged to protect themselves and their families against winter viruses – to help take pressure off hardworking staff and ensure care is there for patients when they need it most.
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. 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."
The multi-channel campaign supported by the UK Health Security Agency (UKHSA) and NHSE will be shown across TV, video on demand, radio, outdoor advertising and social media. A second phase of the campaign in October will aim to encourage people with long-term health conditions to come forward for flu vaccination.
Each year, some 600,000 women give birth in England. New data from the UK Health Security Agency (UKHSA) reveals hundreds of thousands of pregnant women missed vital vaccines last winter with:
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just over a third (35%) vaccinated against flu
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around half receiving a vaccination for RSV, since the programme was launched a year ago
- a third missing their whooping cough vaccination (66% uptake, though this rose to 71% in early 2025)
RSV infects around 90% of children in their first two years of life and can cause a lung infection called bronchiolitis. The RSV season usually starts in October and while there is no risk-free birth month, babies born in late summer, or the autumn are most likely to be admitted to hospital. Hundreds of babies attend Emergency Departments each day for bronchiolitis through most of November and December. That is why it is so important that pregnant women between 20 and 32 weeks ensure they are vaccinated as soon as possible.
Since the start of September, pregnant women and millions of children have been able to get their flu vaccinations. As of 1 October, adults over 65, those at clinical risk and other eligible groups will also be able to get their flu jabs, with over-75s and those who are immunosuppressed able to get their COVID vaccine.
