I'm in my 60's. I became aware of how deadly this illness can be nearly 30 years ago, when my grandmother died from the flu, which quickly morphed into pneumonia and organ failure. She was kept alive in intensive care for 9 days of pure hell before family could let her go. The same year I heard of deaths of several more family members of friends.
Before then, I had heard of the vaccine, but while it had been used with select groups (such as our armed forces) since the mid-1940's, it wasn't widely available. Production gradually ramped up to meet rising demand, and the vaccine was finally available almost everywhere by the 1990's. Because there was so much invested in all that product, promotion also became important to sustain the effort, so the campaigns have gradually increased, as well.
I don't think it's 'scare tactics ' to let people know the flu is potentially very dangerous. People die every year from influenza, and this year's H1N1 outbreak has been hospitalizing and killing more, in younger age ranges, than usual (as was true in 2009). My daughter just learned that a young, healthy father in her social circle died in a couple of days from this disease. The shock is bottomless.
In my experience, the vaccine was still locally unavailable twice since the 90's, and I got the flu both years. Both times, it settled in my lungs for month's-long bouts of bronchitis that cracked ribs and tore a hernia into my belly. The fever and illness itself was more than bad enough; days of I-wish-I-could-die aching, fever, and congestion. I have never had the flu in years I got vaccinated, though I understand it is still possible to get a milder case of it.
Recent research shows that some people are naturally more resistant to the flu virus, and probably would not get it even if not vaccinated. I'm hoping someday there will be an easy, inexpensive test to find out who doesn't need the vaccine.