The Department of Health and Social Care campaign has launched its new campaign aiming to encourage pregnant women to get their jabs.

‘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.

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."

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.

New data from the UK Health Security Agency (UKHSA) reveals hundreds of thousands of pregnant women missed vital vaccines last winter with just over a third (35%) vaccinated against flu and only around half receiving a vaccination for RSV since the programme was launched a year ago.

Meanwhile, a third missed their whooping cough vaccination (66% uptake, though this rose to 71% in early 2025).

Kate Brintworth, NHS Chief Midwifery Officer, said: "Flu, RSV and whooping cough can all be dangerous for newborns and getting vaccinated while pregnant is undoubtedly the best way to protect your baby ahead of winter."