Throughout the 2025–2026 respiratory season, the National Foundation for Infectious Diseases (NFID) advanced its vision of healthier lives for all by leading the “It’s On Us” campaign—an initiative designed to elevate clear, evidence-based information about the prevention and treatment of respiratory diseases in an increasingly complex public health environment marked by evolving recommendations, emerging variants, and persistent misinformation.
Through coordinated communications, media engagement, and cross-sector partner collaboration, NFID worked to ensure that individuals, families, and communities had access to timely, science-based guidance on influenza (flu), COVID-19, respiratory syncytial virus (RSV), and pneumococcal disease.
Convening Experts, Elevating Patient Voices
A cornerstone of the campaign was a series of three Respiratory News Briefings, which brought together leading experts, families impacted by respiratory diseases, and partner organizations to address emerging public health challenges, shifts in the vaccine landscape, and the real-world implications for communities and healthcare systems. NFID unveiled findings from its national survey of US adults, which revealed gaps in vaccine uptake and trust among US adults–underscoring the urgent need for clear guidance and action to increase immunization rates.
With participation from organizations including the American Academy of Pediatrics, American College of Obstetricians and Gynecologists, American Medical Association, American Nurses Association, American Pharmacists Association, Families Fighting Flu, IQVIA, and Vaccine Integrity Project, the briefings served as a trusted forum for stakeholders and journalists, helping extend the reach of accurate, evidence-based information to audiences nationwide.
A Trusted Voice in a Rapid News Cycle
Throughout the season, NFID played a critical role in shaping public understanding by contributing expert insights to breaking news stories. From updated childhood immunization schedules and rising flu activity to changes in federal health policy and emerging variants like the COVID-19 “Cicada” strain, NFID helped ensure that coverage included context grounded in science and prevention remained central to the national conversation.
Media coverage included:
- Are RSV Vaccines Safe for People Over 60? Health
- Is the Flu Shot Linked to Dysphonia? Here’s What the Science Says, Scientific American
- What to Know About Getting a COVID-19 Vaccine This Fall, AARP
- A New, Potentially Severe Flu Variant Is Spreading in the US. Watch for These Symptoms, TODAY Show
- As Respiratory Illness Season Arrives, Can Public Health Keep Up?, Medscape
- 3.2, Nicknamed Cicada, Is a New COVID Variant to Watch, Everyday Health
Reaching Communities Where They Are
Recognizing the importance of localized communication, the campaign also engaged regional media outlets, particularly in areas experiencing higher rates of respiratory illness. In parallel, NFID developed paid content in both English and Spanish to reach broader audiences and underscore the importance of immunization, especially for those at increased risk, including young children, pregnant women, older adults, and individuals with chronic health conditions.
Collaboration as a Core Value
Partnerships were central to the campaign’s success. By collaborating with a diverse network of healthcare and public health organizations, NFID amplified consistent, cross-disciplinary messaging and strengthened public understanding of prevention strategies. As a convener, NFID helped align voices across the healthcare ecosystem, ensuring that clinicians, advocates, and public health leaders were delivering coordinated, evidence-based guidance.
Impact by the Numbers
From September 2025 through March 2026, the campaign achieved significant reach and engagement:
- 470 earned media mentions
- 927 press release pickups
- 2,778 key message placements in earned media
- 18.59 billion total earned and paid media impressions
- 2.94 million social media impressions
Notably, 100% of earned media stories included at least one NFID key message, and 99% of stories reflected a positive perspective on respiratory immunization.
Looking Ahead
As the 2025-2026 respiratory season concludes, planning is already underway for 2026-2027. At a time when consistent public health communication has been limited, the NFID national awareness campaign has delivered record reach, amplifying clear, evidence-based prevention messages for flu, COVID-19, RSV, and pneumococcal disease. Building on this momentum, NFID will continue to convene and collaborate with partners to strengthen this approach, expand its reach, and keep prevention at the forefront of the public conversation.
Interested in collaborating with NFID on the 2026-2027 respiratory campaign? Contact communications@nfid.org.
The news briefing series was sponsored by NFID in collaboration with professional societies and patient advocacy partners, and unrestricted educational grants from AstraZeneca, Sanofi Pasteur Inc., and Seqirus USA Inc. NFID policies prohibit funders from controlling program content.
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