The government is launching two initiatives to try to reduce illness and deaths among vulnerable people this winter.

The Keep Warm Keep Well campaign aims to protect older people and those with chronic conditions from the effects of the cold.

In addition, the annual flu vaccination campaign is launched on Tuesday. For the third year in succession it will be fronted by former heavyweight boxing champion Sir Henry Cooper.

Meanwhile, supermarket chain Asda is hoping to cash in on the so-called "worried well" by selling flu vaccinations at all of its stores.

There are a lot of steps that can be taken to minimise the danger

Jacqui Smith

Private nurses will administer the inoculations at check outs on 12 October.

Around half of all extra deaths every winter are from respiratory disease and a third are due to heart disease or strokes.

A drop in body temperature contributes to these deaths by thickening the blood and restricting circulation. There is also an increased risk of injury through falls.

Financial help

The Keep Warm Keep Well guide will feature a free telephone helpline - 0800 085 7000 - and a guide containing practical tips on keeping warm and healthy during the winter months.

It will also outline financial assistance to help people heat and insulate their homes in cold weather.

Health minister Jacqui Smith said: "We know that many people are at risk at this time of year and that there is a direct link between cold weather and a higher death rate.

"But there are a lot of steps that can be taken to minimise the danger, such as keeping your home warm, having a free flu jab if you are eligible, and keeping active through light exercise."

Flu campaign

The flu vaccination campaign aims to achieve a vaccination rate of at least 70% among people aged 65 and over.

The vaccination people had last year will not protect them this time around

Dr Pat Troop

Experts are keen to stress that it is important vulnerable groups keep up immunity to flu because the virus is always changing.

Deputy Chief Medical Officer, Dr Pat Troop, deputy chief medical officer, said: "It's important to have an influenza vaccination each year.

"The vaccination people had last year will not protect them this time around."

Last winter's mild weather led to low levels of flu in the UK.

However, Dr Troop said: "This should not lull people into a false sense of security - just because you didn't get influenza last year doesn't mean you won't get it this.

"The more people are protected by immunisation the fewer people will suffer serious illness as a result of influenza this winter."

Flu immunisation is recommended for people of all ages in the following risk groups:

• chronic respiratory disease, including asthma
• chronic heart disease
• chronic renal disease
• diabetes
• weakened immune systems

People aged 65 or over, or in a high-risk group should contact their GP for more details. Alternatively, they can call NHS Direct on 0845 4647.