Frontline healthcare workers will be at increased risk of infection during the next influenza pandemic. Proactive priming with pre-pandemic vaccine may protect staff and reduce nosocomial transmission. Despite campaigns to increase seasonal influenza vaccine coverage, uptake rates among healthcare workers are generally low, so it is uncertain whether they would participate in voluntary pre-pandemic vaccine programmes. We conducted a cross-sectional questionnaire survey of healthcare workers in a large UK teaching hospital during, and six months after, a period of intense media reporting of an H5N1 outbreak at a commercial UK poultry farm. A total of 520 questionnaires were returned, representing 20% of the frontline workforce. More respondents were willing to accept pre-pandemic vaccine during the period of heightened media attention than after (166/262, 63.4% versus 134/258, 51.9%; p=0.009). Following multivariate analysis, factors associated with willingness to accept pre-pandemic vaccine were: receipt of previous seasonal influenza vaccine (odds ratio 5.1, p<0.0001), belief that seasonal vaccine benefits themselves (OR 1.9, p=0.003), pandemic risk is high (OR 35.6, p=0.001) and that healthcare workers are threatened by a pandemic (OR 2.6, p<0.0001). Those who would not accept prepandemic vaccine (220 of 520 respondents, 42.7%) do not perceive pandemic influenza as a serious threat, and have concerns regarding vaccine safety. A majority of healthcare workers are amenable to accepting pre-pandemic vaccination if offered.Improving coverage of seasonal vaccine would increase pre-pandemic vaccine uptake if a proactive priming strategy was implemented.