Mr. Damien McCallion:

There are two threads. There is the broader communication to the public and a very targeted set of communications for particular groups, such as the medically vulnerable through their doctors. We also found that older people have responded much better to talking through their anxieties with their GPs and pharmacists and discussing whether they need the booster. We are trying to encourage it based on public health advice. Separately, one of the reasons the vaccine programme was successful was because our communications group worked closely with all sorts of interest groups, including employers in sectors that were deemed to be at risk, for example, in the meat and food industry. We are looking to continue this through the winter where groups are identified as priorities. For older people and medically vulnerable people, who are two of the key groups, the evidence is that people respond best through their GPs, pharmacies and trusted healthcare professionals.