You’ve sent the email. You’ve put up the posters. You’ve booked the clinic.
So why do some people still not get their flu jab?
The answer might be less about health and more about human behaviour.
“I’ll do it later.”
One of the strongest behavioural tendencies is present bias… our tendency to prioritise short-term comfort over long-term benefit. Even if someone fully intends to get vaccinated, they might delay it because “it’s not urgent.”
“I didn’t get it last year and I was fine.”
People tend to stick with what they did last time. If they skipped the jab last year and didn’t get ill, their brain logs that as success, even if it was just luck.
“Another one?”
After several years of Covid boosters, some employees are experiencing vaccine fatigue. That’s why flu comms need to feel relevant and not repetitive.
So what can employers do?
– Make the jab the default: pre-filled forms, “your slot is booked” reminders
– Use peer influence: team leads and managers going first sets the tone
– Add friction to opting out: make it easier to say yes than to ignore
Reframe the message:
– “Protect your team” works better than “protect yourself”
– “One small action = full season of protection”
– “Book it now, thank yourself later”
But most importantly, reduce the effort. The simpler the process, the higher the uptake.
A 2024 study found that effective messaging around flu can also positively influence COVID-19 vaccine uptake, and vice versa. (MDPI Vaccines Journal, 2024)
At Fleet Street Clinic, we help organisations apply behavioural insight to flu campaigns, from poster design to email strategy, so that uptake doesn’t come down to luck but to smart, simple systems.
Discounted flu vaccine prices available for your workplace programme while stock lasts.
Email: flu_admin@flujabs.org
Sources: https://www.mdpi.com/2673-8112/4/3/24, (MDPI Vaccines Journal, 2024)
