In the autumn of 2009, and before the winter seasonal flu, the slogan was repeated by the new Secretary of State for Health, Andy Burnham, and broadcast on television and published in newspapers. He stated that "vaccination of at-risk groups is well under way – a crucial defence against swine flu. But we can't vaccinate everyone straight away." One advert showed a child sucking his thumb after picking up a TV remote control that his father had touched after sneezing. It appeared in printed form and in hand-delivered leaflets advising the use of more tissues and then throwing them away.
