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FLUAD and Seqirus: Disrupting the Flu Cycle

by Seqirus UK with support from 90TEN

Summary of work

Influenza is a serious and potentially fatal disease, and influenza-related complications lead to thousands of GP consultations and hospital admissions each year. Despite data showing that vaccine effectiveness was limited, and that some vaccines may be better for certain adult populations, the UK still maintained a

‘one-size-fits-all’ approach. The challenge was to break the current influenza vaccination cycle, shifting beliefs from this embedded ‘one-size-fits-all’ approach, and help change vaccination practices and behaviours, to reduce the risk of influenza, and subsequent influenza-related complications. In July 2017, FLUAD® (influenza vaccine surface antigen, inactivated, adjuvanted with MF59C.1), gained UK marketing authorisation. The Break the Flu Cycle campaign focused on sharing clinical best practice, improving vaccine uptake, and therefore overall vaccine effectiveness, and ultimately, patient outcomes. The collaborative approach built advocacy throughout the UK influenza network and contributed to ground-breaking changes in UK influenza guidance by the JCVI and NHS England on the use of FLUAD as the vaccine of choice for adults aged 65 years and over for the 2018/19 flu season. It has been estimated that up to 1,700 lives could be saved between 2018 and 2020 due to the new guidance.

Judges' comments

Seqirus UK and 90TEN demonstrated a good execution of a traditional programme to launch new products. It was compelling that 1,700 lives could be saved and the percentage of people who had the vaccine was raised. The objective to challenge people’s opinions was achieved.


ALUNBRIG - by Takeda UK and Ireland with support from Rock Unlimited, part of Health Unlimited

Highly commended

Confidence BE Product Launch - by Salts Healthcare with support from The Foundry

Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023