Insights & lessons learned from the 2023 Australian flu season

In 2023, there were 252,296 notifications of lab-confirmed influenza between 1 January and 15 October 2023, 45% higher than the 5-year (2016, 2017, 2018, 2019, 2022) mean (174,053) for this period. The number of deaths in children aged under 16 years reported by hospitals was higher than in many pre-COVID-19 pandemic years, emphasising the need for robust preventive measures and effective vaccination campaigns.  

Data revealed a notable rise in hospitalisations due to influenza-related complications, with a 190% increase compared to the previous year (3,480 v 1,832). Such figures underscored the severity of the situation and the imperative for robust public health responses. 

Despite the well-established benefits of flu vaccination, 2023 witnessed a concerning decline in vaccination rates across Australia. Health professionals attributed this decline to several factors, including the cost-of-living crisis and “vaccine fatigue”.  

In July 2023, vaccinations were down almost 2 million, compared to the previous year. Australian Immunisation Register data shows 8.5 million Australians were vaccinated against influenza between March and July in 2023, compared to 10.4 million at the same time in 2022. 

While flu vaccination rates decreased between 2022 and 2023 in all states and territories, the biggest drops were:  

• South Australia (down 20.6%)  
• New South Wales (down 19.5%)  
• Victoria (down 18.9%)  
• Queensland (down 18.6%). 

One of the most alarming aspects of the 2023 flu season was its disproportionate impact on children. Of particular concern was the vulnerability of children aged six months to five years, who were among the least likely to be vaccinated despite being eligible for free vaccinations.  

Data revealed in the first 6 months of 2023, children under 14 made up 45% of all lab-confirmed flu cases, 28% of those children were under the age of 5. 

Tragically, the flu season led to numerous hospitalisations among young children, with many cases involving the virulent B strain of the virus. Vaccination coverage among affected children was notably low, emphasising the need for targeted immunisation efforts aimed at young children.   

The number of deaths in children aged under 16 years reported by hospitals was higher than in many pre-COVID-19 pandemic years.   

The toll of the 2023 flu season extended beyond just infection rates, with a sobering number of fatalities reported across the country. Of the 252,296 notifications of lab-confirmed influenza between January to October 2023, 376 influenza associated deaths were notified to the NNDSS. With a median age of 77 years among the deceased, these statistics underscored the heightened risk faced by elderly people. 

A 2022 study found that 18% of Australians say they don’t always wash their hands after going to the toilet and 47% admit they don’t always wash before touching food. 

The study also found: 

• Men wash their hands less than women after a bathroom visit (80% v 84%) 
• Men wash their hands less than women before touching food (52% v 62%) 
• Young people are less likely to always wash their hands after a bathroom visit (74% under 34 years versus 86% over 50 years), which is a concern as they often become professional food handlers. 

Health messaging in public bathrooms provides a powerful and effective platform to change a person’s behaviour, as the behaviour is being performed.  

Differentiating us from many other OOH formats, implementing a bathroom messaging strategy allows winter-wellness messaging to be delivered to the right audience, at the right time, and within context. 

Social environments such as pubs, bars, shopping centres, airports, universities and other locations where people congregate in public, catch bathroom visitors at a time when they may not be thinking too much about hygiene, even though this is when it’s needed most. 

In 2020, the world was faced with the devastating impact of the COVID-19 pandemic. As part of the national response, Convenience Advertising delivered two extensive COVID-19 public health campaigns for the Federal Government, and the Victorian Department of Premier and Cabinet. 

As several factors heightened the risk of COVID-19 transmission among Australia’s culturally and linguistically diverse community, Convenience Advertising needed to ensure the campaign messages, translated into multiple languages - including Mandarin, Italian, Vietnamese, Arabic, Assyrian, Turkish, Filipino and Hindi - were effectively reaching this audience and making an impact. 

The study, conducted by Dr Shaun Ratcliff from the University of Sydney, proved that both campaigns were impactful and effective, and directly contributed to positive behaviour changes among key audiences. 

As a result, 48% of people reported changing their behaviour, in line with the public health advice.

Read the full case study 

The 2023 flu season served as a timely reminder of the importance of proactive measures and public health messaging in combating contagious illnesses. Key lessons emerged from this experience, emphasising the need for: 

1. Sustained public health messaging: Effective communication and education are vital in promoting vaccination uptake and fostering community resilience against infectious diseases. 

2. Targeted vaccination strategies: Tailored vaccination campaigns, particularly targeting vulnerable populations such as children and the elderly, are essential in mitigating the impact of seasonal flu outbreaks. Seasonal vaccination remains a safe and effective way to protect against severe influenza.

To learn more about how Convenience Advertising can supercharge the effectiveness of your OOH and broader advertising strategy, get in touch.