‘Cold and Flu Affects More than You’: A social marketing campaign targeting infl uenza transmission on a university campus

Each year, seasonal infl uenza in Australia causes an estimated 18,000 hospitalizations, 300,000 general practitioner consultations, and 1,500-3,500 deaths (Newall et al . 2007). Infl uenza and other viral infections are commonly spread person-toperson by inhaling infectious droplets transmitted when talking, coughing or sneezing (NSW Ministry of Health 2011). Viruses can survive for an hour or more in the air of closed environments (Weber and Stilianakis 2008); transmission of the virus from tissues to hands is possible for up to 15 minutes, and from surfaces to hands for up to 5 minutes (Bean et al. 1982).