In February 2024 UKHSA announced that a new marketing campaign is to be launched across England to “remind parents and carers” of the risks their children face from “serious diseases that are re-emerging in the country”. The “urgent call to action” is to catch up on missed vaccinations. The campaign will go live on 4th March with a video advert from the perspective of children.
“If we’re not vaccinated, we’re not protected.”
Responding to a need
The theme and materials were reportedly developed in response to consultations with parents in the North West. The campaign comes amid rising numbers of measles cases across the country; the latest weekly update reported a total of 69 cases, bringing the total number of laboratory confirmed measles cases to 650 since 1st October 2023.
UKHSA Chief Executive Professor Dame Jenny Harries will visit sites in Manchester and Liverpool to launch the campaign; parts of the North West have “some of the lowest uptake rates” in the country. Areas with low uptake will be in focus for support and parents of children between the ages of six and eleven will be contacted and encouraged to make an appointment for missed MMR vaccines.
The campaign features a television advert, radio advertising, and social media efforts. Further advertising will be shown in the West Midlands, North West, and London, where there are “larger pockets of low uptake”.
Falling uptake
UKHSA states that uptake levels of childhood vaccines that are available through the NHS routine vaccination programme in England have been “falling over the past decade” across “all vaccines, from whooping cough to measles, mumps, and rubella, and polio. England no longer has the necessary levels of population immunity recommended by WHO to prevent outbreaks.
Professor Dame Jenny Harries commented on the need for an “urgent reversal of the decline” in vaccine uptake to “protect our communities”
“Through this campaign we are particularly appealing to parents to check their children’s vaccination status and book appointments if their children have missed any immunisations. The ongoing measles outbreak we are seeing is a reminder of the very present threat.”
Although much of the country is protected, Professor Dame Harries is concerned about “high numbers of children in some areas” that are “unprotected from preventable diseases”. Indeed, the risk is not only to “their own health”, but that of “other unvaccinated people around them”.
“Unless uptake improves, we will start to see the diseases that these vaccines protect against re-emerging and causing more serious illness.”
The best for children
Maria Caulfield, Health Minister, recognises that “parents want what is best for their children”, and stated that this “includes the vital protection that vaccines provide from preventable diseases”. The campaign will be an “important step to engage local communities and highlight the importance of immunisation”, particularly as “diseases like measles are not illnesses of the past”.
“We want to make sure parents know how and where they can get essential jabs for their children as quickly as possible. I want to encourage parents to get their children immunised, particularly if they are behind on their immunisation schedule.”
Steve Russell is National Director for Vaccinations and Screening at NHS England and emphasised that the MMR vaccination “offers the best protection against becoming seriously unwell”. Although the increase in measles cases “is a global issue”, NHS England is “doing all it can” to support communities and offer the “best possible protection”. This involves sending reminders to parents and guardians of children under five and asking all parents and guardians of children between six and eleven to ensure their children have the “maximum protection” of two doses.
“Measles is a serious illness, and in some cases can lead to having to be admitted to hospital for treatment, so the message is clear: if you or your young ones aren’t vaccinated, you aren’t protected, and it is vital you come forward as soon as possible.”
Dr Linda Charles-Ozuzu, Regional Director of Commissioning for NHS England North West, highlighted that “routine vaccinations have been given to generations of children” and “proven to be effective at preventing serious childhood illnesses”. Not only do these vaccines protect the vaccinated but “those who are too young to be vaccinated” and “people who are vulnerable” who benefit from “herd immunity”.
“With the health of some children at risk because of falling vaccination rates, we really hope this campaign will help to remind parents about the important role childhood vaccines play and encourage them to bring their children forward when they are invited.”
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