A new multimedia campaign seeks to remind parents in England about the grave risks of illnesses such as measles if vaccinations are missed. This campaign involves children’s voices impressing on parents the importance of ensuring their kids are vaccinated. According to health officials, the aim is to engage busy parents with a message compelling enough to make them pause and pay attention.
The number of measles cases has been growing since the latter part of last year, with London being one of the areas with most cases. This surge in cases has been primarily attributed to a decrease in the uptake of childhood immunizations since the onset of the pandemic. Measles, being one of the most infectious diseases known to humans, can spread rapidly if immunization rates drop.
Even though it typically clears up within 10 days, measles can lead to severe complications such as blindness, seizures and meningitis. In certain cases, it can even prove fatal. The UK Health Security Agency (UKHSA) is urging parents to ensure their children have received two doses of the MMR vaccine, which defends against measles, mumps and rubella.
The campaign includes a video which will be aired on television, radio and social media platforms, featuring children saying: “If we’re not vaccinated, we’re not protected.” The campaign will also be bolstered by trusted community leaders engaging in discussions with parents in inner-city areas, identified as areas of concern. Information leaflets in multiple languages have also been prepared for distribution.
Despite the MMR vaccine being extremely effective against measles, only 85% of children starting primary school in the UK have received both doses. This is far below the targeted 95% required to prevent the disease from spreading. Other vaccines, including those for whooping cough, polio, meningitis and diphtheria, have also seen a drop in uptake, diminishing population immunity levels and paving the way for potential outbreaks.
Prof Dame Jenny Harries, head of UKHSA, emphasised that while most of the country is protected, there are still high numbers of unvaccinated children in certain areas, which pose a risk. Unless this improves, diseases that we can prevent with vaccines could re-emerge and cause more serious illness.
Since the onset of October, 650 confirmed measles cases have been reported in England, almost twice the total for the whole previous year. Most infections have occurred amongst children and young people. In the absence of vaccination, anyone can contract measles at any age. Thus, it is crucial to ensure that children receive the MMR vaccine, given in two doses – the first when the child turns one and the second during early pre-school years.
Vocabulary List:
- Campaign (noun): An organized effort to achieve a specific goalusually involving advertising or promotion.
- Immunizations (noun): The action of making a person or animal immune to infectiontypically by administration of a vaccine.
- Compelling (adjective): Evoking interestattentionor admiration in a powerfully irresistible way.
- Uptake (noun): The absorption or use of something.
- Infectious (adjective): Likely to spread or influence others in a rapid and unstoppable manner.
- Immunity (noun): Protection fromor resistance toa particular disease or infection.
