The UK Health Security Agency (UKHSA) has issued an urgent call to parents to ensure their children catch up on missed vaccinations before they head to the classroom, as UKHSA scales up the Childhood Immunisation Marketing Campaign across England amid fears of a further surge in measles cases as the new term begins.
The campaign, delivered by UKHSA in partnership with the Department for Health and Social Care (DHSC) and NHS England, will remind parents and carers of the risk of their children missing out on protection against serious diseases, including measles, whooping cough, meningitis, diphtheria and polio.
Since Autumn 23 there have been a number of major measles outbreaks in the West Midlands, North West and London with sporadic cases across the country – resulting in the highest number of cases in England since 2012.
This prompted the launch of wide ranging MMR catch-up activities targeting communities with low uptake led by NHS and other partners between August 23 and April 24, for children who missed measles, mumps and rubella (MMR) vaccines.
An MMR Evaluation Report published today by UKHSA assesses the impact of the catch up activity. This shows that parents are coming forward and there has been a significant increase in MMR uptake, particularly among deprived and ethnic communities. The report shows between August 23 and April 24:
- The NHS has delivered 180,000 additional doses, with over 51,000 of these given to children aged 5 or under
- Over 13% of previously unvaccinated children aged 5 years or under were vaccinated with dose 1 (MMR1) during the campaign period compared to baseline
- A 4.9% increase in uptake of dose 2 (MMR2) in black, black British, Caribbean, or African children aged between 3 years 7 months and 5 years
- However, MMR uptake rates are still too low in some areas in England and there is still potential to see outbreaks, particularly as children start mixing more on starting or returning to school.
Measles spreads very easily among those who are unvaccinated, especially in nurseries and schools. It can be a very nasty illness and in some children can be very serious, leading to hospitalisation and life-long complications and tragically even death in rare cases. Getting vaccinated not only gives children protection but it also helps to prevent the spread of the disease and protect those more vulnerable.
Dr Vanessa Saliba, UKHSA Consultant Epidemiologist, said:
“As a mum and doctor it is especially tragic to see kids suffering when these diseases are so easily preventable.
“Two MMR jabs offer the best and safest protection against measles. If unvaccinated, children are at risk of serious illness or life-long complications. No parent wants this for their child.
“It is encouraging that parents, whose children have missed vaccines are now coming forward, but we are a long way from ensuring all are protected and safe. And importantly vaccination is also about not spreading the disease to others who may be more vulnerable.
“Measles is highly infectious and is still circulating in many areas across the country. It only takes one case to get into a school or nursery where many children are unprotected for numbers to suddenly surge.
“Our campaign will be visible across multi-media channels and sees children urging their parents to get them protected.
“Parents should check their child’s vaccinations Red Book to ensure they are up to date with MMR and all their vaccines. If unsure, contact your GP practice, who can check and provide the vaccinations your child needs. Don’t put it off, please act today.”
The campaign will share the urgent message that “if children aren’t vaccinated, they’re not protected” with parents across the country for the next six weeks. This will go live as the new early years settings and school term begins, in an attempt to prevent a rise in measles cases similar to that seen in October 2023.
The emotive campaign delivers a powerful message told from the perspective of children about the rising risk of childhood diseases. Parents and carers will see the campaign across broadcast TV, on demand and community TV as well as radio, outdoor posters and social media. It is running with higher coverage in London, the West Midlands and the North West where vaccine uptake is lowest.