Government launches childhood immunisation campaign amid new measles cases

A new childhood immunisation campaign has been launched by the government as latest data shows almost 100 new measles cases have been confirmed in England since the start of the year.

The ‘Stay Strong, Get Vaccinated’ campaign is urging parents to ensure their children are up to date with routine childhood immunisations – which now includes the newly introduced MMRV vaccine, which protects children against measles, mumps, rubella and chickenpox in a single jab.

It comes as new statistics from the UK Health Security Agency (UKHSA) revealed that since 1 January 2026, there have been 96 laboratory confirmed measles cases reported in England.

Some 64% (61) of these cases have been in London, including 34 in Enfield in North London alone, as well as 25 cases in the West Midlands.

Parents are being warned that illnesses like measles can spread very easily between children who are not vaccinated.

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The UK recently lost its World Health Organization (WHO) measles elimination status after over 2,900 cases of measles were confirmed in England in 2024, the highest levels recorded in decades.

At the same time, childhood vaccination rates were, and still are, below the 95% WHO uptake target needed to prevent measles outbreaks.

The government campaign, developed with support from NHS England and UKHSA, aims to reverse the decline in uptake by providing clear, trusted information and making it easier than ever for families to access vaccines.

Aimed at the parents of children aged 0 to five-years-old, it will include a new 30-second TV and video on demand advert, an online video, social media content and digital display advertising, and gaming and parenting forum partnerships including with Netmums and Mumsnet.

Dr Zubir Ahmed, health innovation and safety minister, said: ‘Vaccination is one of the greatest public health successes of our time, protecting children from serious and sometimes life-threatening diseases.

‘But with vaccination rates falling and the UK losing its measles elimination status, it’s vital we act now.

‘Our campaign will help parents get clear, trusted information about childhood vaccines and the protection they offer.

‘By making vaccines easier to access, we are supporting families to keep their children safe and healthy, while helping to protect communities across the country.’

Figures from UKHSA, published last August, show that across the UK, 84.4% of children had received two MMR doses, by their fifth birthday in 2024/25.

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In Enfield, where 34 cases have been confirmed across seven schools in Enfield and Haringey, UKHSA figures showed that just 64.3% of five-year-olds had received both doses of the MMR vaccine in 2024/25 – one of the lowest rates in the country.

UKHSA estimates that childhood vaccinations prevent around 5,000 deaths and more than 228,000 hospital admissions in England every year.

Caroline Temmink, director of vaccination at NHS England, said: ‘Childhood vaccines have protected generations of children from devastating diseases for decades, yet too many children are still missing out on vital protection.

‘We’re urging all parents to check their children are up to date with their recommended vaccinations and to book an appointment through their GP practice when invited– it’s quick, it’s free, and it could save their life.’

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