Coughs and colds are commonplace at this time of year.

But the Royal College of GPs recently reported a dramatic rise in the number of flu-like illnesses. Predominantly the biggest increase was said to be in school-age children.

The snowfall and plummeting temperatures that we have been experiencing have no doubt contributed to the increase in seasonal illnesses.

Public health chiefs are now urging vulnerable people across Bradford and Airedale to make their New Year’s resolution to get a free flu jab this winter, if they are eligible for one.

Shirley Brierley, consultant for public health NHS Bradford and Airedale says: “The indications are that Bradford is reflecting the national activity that there is definitely increasing amounts of flu around.

“It increases every winter – it is always the case that we see more influenza-type illnesses in the cold part of the year – but I think the reason we are particularly concerned this year is that we had swine flu last year which is slightly different to previous flus because it seems to affect younger people and pregnant women. Older people have got an immunity.”

Shirley says flu vaccinations are actually down for this time of year.

“I think people are not realising it is still important to have a flu jab,” she says.

There is evidence to suggest that young people are more reluctant to come forward for the jab – even if they are in an ‘at risk’ group.

It is estimated that 67.2 per cent of over-65s and only 41.5 per cent of under-65s in at-risk groups have had their flu jab in England.

Last month, the Health Protection Agency reported that nationally there had been 17 influenza-related deaths in the UK since September, verified by the agency. All the deaths were children and adults below 65, and a significant proportion had underlying health conditions.

Fourteen of the deaths were associated with the H1N1 virus (swine flu), and three with influenza B. A significant proportion of the fatalities were unvaccinated.

This year, for the first time, all pregnant women will also be offered the seasonal flu vaccination as a matter of course. The vaccination protects against swine flu, which has been circulating this winter.

Pregnant women who catch this strain are at an increased risk of severe disease and flu-related hospital admissions.

“It is really important that people in at-risk groups, especially children and young people, understand how important it is to get their free flu jab,” says Shirley.

People in at-risk groups are more likely to develop complications if they catch flu. The seasonal injection will not only protect them, it will also protect their families and others around them.

“For most healthy people, flu remains an unpleasant but mild illness and generally they will recover in a few days after getting lots of rest, drinking plenty of fluids and using over-the-counter remedies such as paracetamol,” says Shirley.

At-risk groups include children, pregnant women, people with asthma, chronic kidney disease, diabetes, those with lowered immunity due to cancer or other causes, people over 65 and those suffering from chronic heart or chest complaints. In the fight against flu, frontline health staff are also urged to have the injection.

People can also protect themselves by practising good hand hygiene with the ‘catch it, bin it, kill it’ technique; carrying tissues, covering coughs and sneezes with a tissue, disposing of the tissue after one use, and cleaning hands as soon as possible with soap and water or an alcohol hand gel.