Winter Vaccines Social Media Toolkit - December 2025
Last winter, Scotland experienced very high levels of flu, with more than 6,500 adults becoming so ill that they were admitted to hospital. This year, Scotland is already seeing cases of flu starting to increase.
To help raise awareness of the flu vaccine and encourage uptake, Public Health Scotland has updated the ‘Flu Hits Harder’ social media toolkit to include updated assets and caption copy. This toolkit supports the paid media activity which features on radio, paid social media, digital display and out of home.
The updated social media toolkit is available to download, so you can share on your channels. Email, newsletter and website copy has also been updated and is available for internal and external communications. A new case study video which focuses on Oliva, who has an underlying health condition, and the importance of the vaccine is also available to download.
All resources can be downloaded on the PHS Marketing Resource Centre.
Please regularly feed these social media assets into your planned activity using the hashtag #FluHitsHarder. Using the campaign hashtag is important as it allows us to monitor usage, which informs future campaigns.
For more information visit www.nhsinform.scot/flu
Your support is much appreciated.