People in Ontario will start to receive information in the mail next week about swine flu vaccination programs.

The province unveiled its marketing campaign for the H1N1 and seasonal flu viruses Wednesday. The campaign includes millions of brochures about the new pandemic vaccine, prevention tips and how to stay healthy.

On Ryerson University's campus in Toronto, the swine flu vaccine is a tough sell for students who largely consider themselves invincible.

University students are in the age group least likely to line up for the regular flu shot, but the H1N1 flu virus has had a greater impact on children and young adults, said Dr. Arlene King, the province's chief medical health officer.

This fall and winter, people are urged to get two vaccines — one against H1N1 and one against seasonal flu. Some people may have to come back for a second dose of the swine flu vaccine.

Avoiding fear mongering

With that in mind, health officials and marketing experts have been massaging their message for weeks in traditional TV ads, as well as campaigns tailored specifically to younger people using social media like Facebook and Twitter.

"What we need to do is make those people pay attention and to take the action that is required to not only protect themselves, but protect people that are close to them," said Kevin Finnerty, heading the marketing campaign for the Ontario Ministry of Health.

The campaign aims to shake people out of oblivion without scare mongering during a pandemic that currently seems mild.

It's confusing for people trying to decide whether they should rush to get the vaccine or wait and see, and nobody can predict how busy the flu season will be, said Dr. Michael Gardam of the Ontario Agency for Health Protection and Promotion.

The campaign will therefore likely change as flu season unfolds.