The launch of the Health Education Authority's new HIB vaccine was aimed at health professionals and mothers of young children - awareness amongst these groups was low or non existent. Objectives: To build rapid awareness and create understanding of the HIB infection as well as reassurance that the vaccine was available, effective and safe. Media used: TV, mother & baby press, women's magazines as well as display in surgeries and clinics. Results: Awareness and attitudes regarded as highly successful. 90% uptake achieved nationally within 13 months. Savings to the NHS is referred to.