An NFID initiative provided evidence-based guidance on influenza, COVID-19, and RSV during the 2025-2026 season.
RT’s Three Key Takeaways:
- Vaccine Trust Gaps: A national survey conducted by the National Foundation for Infectious Diseases (NFID) identified significant gaps in vaccine uptake and trust among US adults.
- Multi-Disease Focus: The campaign provided science-based guidance on influenza, COVID-19, respiratory syncytial virus (RSV), and pneumococcal disease to address evolving public health challenges.
- High Media Impact: The initiative achieved more than 2 billion impressions, with nearly all earned media stories reflecting a positive perspective on respiratory immunization.
The National Foundation for Infectious Diseases (NFID) concluded its 2025-2026 “It’s On Us” campaign, an initiative designed to provide evidence-based information regarding the prevention and treatment of respiratory diseases. The campaign focused on navigating a public health landscape marked by emerging variants and shifting recommendations for influenza, COVID-19, respiratory syncytial virus (RSV), and pneumococcal disease, according to the NFID.
Through a series of three Respiratory News Briefings, the organization brought together experts from groups such as the American Academy of Pediatrics (AAP), American Medical Association (AMA), and American Nurses Association (ANA). These briefings addressed shifts in the vaccine landscape and the implications for healthcare systems. NFID also released data from a national survey of US adults that underscored an urgent need for action to increase immunization rates, citing gaps in vaccine trust and uptake.
The campaign also focused on localized communication by engaging regional media in areas with high rates of respiratory illness. NFID developed content in both English and Spanish to reach high-risk groups, including young children, pregnant women, older adults, and individuals with chronic health conditions.
According to the NFID, the campaign helped ensure that national media coverage remained grounded in science during breaking news events, such as the emergence of the COVID-19 “Cicada” strain and changes to federal health policy.
Between September 2025 and March 2026, the campaign achieved more than 2.1 billion impressions and resulted in more than 23,000 media stories. The foundation noted that 100% of earned media stories included at least one NFID key message, and 99% of stories reflected a positive perspective on respiratory immunization.
NFID is currently planning the 2026-2027 respiratory awareness campaign to continue the momentum of its prevention-focused messaging.
