A multimedia campaign featuring the voices of children will remind parents in England of the serious risks of diseases like measles if vaccinations are missed. Health officials said they wanted to target busy parents with a message that “stops them scrolling”. Measles cases have been rising since late last year with clusters in a number of regions, including London. A steady fall in uptake of childhood jabs since the pandemic is to blame.
Measles is one of the most infectious diseases known to humans and when vaccination rates go down, it is most likely to spread quickly. Although it normally clears up within 10 days, complications can be nasty and include blindness, seizures, and meningitis. In some cases, it can also kill.
In the campaign by the UK Health Security Agency (UKHSA), which launches on Monday, parents are being urged to make sure their children have had two doses of the MMR vaccine, which protects once morest measles, mumps, and rubella, and check they are up to date with all other jabs. In a video that will run on TV, radio, and online, children tell their parents and carers: “If we’re not vaccinated, we’re not protected.”
The campaign will be supported by trusted community leaders engaging with parents in inner-city areas, which are a particular concern, and have information leaflets in different languages. The MMR vaccine is very effective at protecting once morest measles, but only 85% of children starting primary school in the UK have had both jabs – well below the target of 95% needed to stop it spreading.
Other vaccines, including whooping cough, measles, mumps and rubella, polio, meningitis, and diphtheria have also seen declines in uptake, meaning levels of population immunity are no longer high enough to prevent outbreaks, UKHSA said.
Prof Dame Jenny Harries, head of UKHSA, said: “While the majority of the country is protected, there are still high numbers of children in some areas that continue to be unprotected from preventable diseases. It is not just their health that can suffer, but other unvaccinated people around them such as school friends, family, and those in their community might also experience serious infections.”
Dame Jenny warned that unless uptake improves, diseases that the vaccines protect once morest might start to re-emerge and cause more serious illness.
What is measles and what are the symptoms?
Measles is caused by a virus that is spread by coughs and sneezes. The symptoms include:
- high fever
- sore, red, and watery eyes
- coughing
- sneezing
Small white spots may appear inside the mouth. A blotchy rash usually appears following a few days, typically on the face and behind the ears, before spreading to the rest of the body. It can be harder to see on brown and black skin. Measles can be caught at any age if an individual has not been vaccinated.
The measles, mumps, and rubella (MMR) vaccine is given in two doses – the first around the age of one and the second when a child is regarding three years and four months old.
With the recent rise in measles cases in England and the decline in vaccine uptake, there are serious implications for public health. The effectiveness of vaccines in preventing diseases like measles cannot be overstated. However, the lack of awareness and misinformation surrounding vaccinations have led to a decline in immunization rates.
In recent years, there has been a surge in anti-vaccine sentiments, fueled by misinformation and fear. This has resulted in outbreaks of preventable diseases, putting vulnerable populations, such as children and those with compromised immune systems, at risk. The rise of social media and the spread of false information have contributed to the erosion of trust in vaccines.
The ongoing COVID-19 pandemic has further impacted vaccine uptake. Lockdowns, restrictions, and a focus on COVID-19 vaccinations have diverted attention and resources away from routine immunization programs. As a result, diseases like measles are making a comeback.
The current measles outbreak in England highlights the urgent need for targeted awareness campaigns to educate parents regarding the importance of vaccinations. The multimedia campaign by the UK Health Security Agency, featuring the voices of children, aims to catch the attention of busy parents and emphasize the risks associated with missed vaccinations.
However, simply raising awareness is not enough. Efforts should also be made to counter misinformation and address vaccine hesitancy. Trusted community leaders can play a crucial role in engaging with parents, particularly in inner-city areas, where vaccination rates are often lower. Information leaflets in different languages can help overcome language barriers and ensure that all parents have access to accurate information.
The decline in vaccine uptake for other diseases, such as whooping cough, polio, and meningitis, is equally concerning. This poses a significant threat to public health, as outbreaks of these diseases can have severe consequences.
To prevent future outbreaks and protect public health, it is crucial for governments and healthcare authorities to prioritize and invest in comprehensive immunization programs. This includes improving accessibility to vaccines, combating misinformation, and strengthening
