In the UK, the seasonal influenza vaccines for 2010 have incorporated the A H1N1 strain as part of the trivalent vaccine. In spite of the proven safety profile, until the end of December 2010, the uptake of the vaccine in the younger population who are at risk, including pregnant women, remained low with less than 50% uptake [4] . Communication strategies have been stepped up to promote the value of the vaccine and to heighten awareness of the severity of complications affecting the younger at risk population.