Partnering with parents to develop flu vaccine information

Finding the right partner

AZ and PIF had a pre-existing partnership which included health literacy training for staff. AZ started the PIF TICK assessment process in 2024.

Contracting and assessment

PIF TICK certified organisations pay an annual fee for assessment, certification and membership.

The aim of certification is the development of a robust and compliant health information production process. Teams then apply the process independently to produce trustworthy health information that meets the needs of their users.

As part of the certification process, AZ reviewed its health information production process with the support of the PIF assessment team. AZ created an internal process to ensure users were engaged in health information development and all outputs were health literacy friendly. 

Implementation

AZ applied its new information production process to information for parents to support the winter flu vaccine campaign for 2-16 year-olds. AZ engaged with a diverse group of UK parents and conducted in-depth interviews to gain feedback on existing flu vaccine educational materials.

Key points of feedback included:

• The leaflets were too text heavy and included complex language.
• More ‘facts and data’, particularly about side effects, would support informed decision making.
• Some key facts were missing, including where to get the vaccine.
• Images of young children suggested that the vaccine was not for older children and teenagers.
• Use of white text on mid-blue background was difficult to read for people with visual impairment or neurodivergence.
• Stating the children’s flu vaccine programme was NHS-led, and adding trust marks, would help improve credibility.

The parent leaflet was re-created for 2025. Key changes included:

• Reduced word count.
• Text reading age of 11 with difficult words explained.
• Additional information added on side effects and where to get a vaccination.
• Specific mention of the ‘NHS vaccination programme’ to increase credibility.
• PIF TICK logo added to the cover to increase trust.
• Younger child and older child versions produced to resonate with parents of all children and clarify eligibility.
• 12 translated versions and an Easy Read leaflet created.
• Brand colours maintained but adjusted to meet accessibility standards.
• Leaflets made available via ‘trusted sources’; GP and schools, as well as digital dissemination routes based on end user (parent) input.

Impact of the project

The new leaflets have been well received by parents and by the healthcare professionals who distribute them. 

In particular, the added trust markers have increased HCPs’ motivation to share materials developed by a pharmaceutical company.

Providing multiple accessible versions has enabled HCPs to support parent education in areas of high diversity and deprivation, where vaccine uptake is typically low. 

As a result of the changes, AstraZeneca distributed 67,700 leaflets during the 2025–26 season, almost six times the volume of the previous year.

Learnings from the engagement have been carried through into other areas. The brand book has been updated to meet accessibility standards and reflect more diverse imagery. 

Insights from the user engagement have been fed into key message documents and used to inform other elements of the campaign, including social media posts.

Download copies of the PDF from Share Good Time Not Flu website. This link will take you to an AstraZeneca website developed for the general public in the UK.

Benefits

Impact on patient organisations: 

Key benefits include enhanced organisational capabilities, enriched collaboration among patient groups, and recognition of expert contributions. Participants valued the practical insights and networking opportunities. 

Impact on industry partner: 

GSK has gained from strengthened external relationships and positive perception within the patient community, creating a solid foundation for future initiatives beyond oncology.

GB-74857 | March 2026