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Rise in measles cases prompts immunisation campaign
Campaign launched to encourage parents to have their children vaccinated following fall in vaccination rates, loss of UK’s elimination status, and rise in measles cases
Over a six-week period this year, UKHSA data confirmed 130 laboratory measles cases in England, with 68% in London and 22% in the West Midlands
The government has launched a new childhood immunisation campaign designed to give parents easy access to trusted information on childhood vaccines and help them understand the protection vaccines provide.
The UK recently lost its World Health Organisation (WHO) measles elimination status after over 2,900 cases of measles were confirmed in England in 2024, the highest levels recorded in decades. (Elimination status means there has been no continuous spread of the disease within a region for at least 12 months).
Childhood vaccination rates were, and still are, well below the 95% WHO uptake target needed to prevent measles outbreaks. Failing to vaccinate children leaves them unprotected against diseases that are easily preventable through free NHS vaccinations.
The ‘Stay Strong, Get Vaccinated’ campaign encourages parents to ensure their children receive their routine childhood immunisations and are not put at unnecessary risk.
Dr Zubir Ahmed, Health Innovation and Safety Minister, said that with vaccination rates falling and the UK losing its measles elimination status, “it’s vital we act now.”
He added, “By making vaccines easier to access - including the introduction of chickenpox protection into the childhood programme with the MMRV vaccine - we are supporting families to keep their children safe and healthy, while helping to protect communities across the country.”
Between January 1st and February 19th, 2026, UKHSA data showed 130 laboratory confirmed measles cases reported in England, with 68% (88 of 130) of these in London and 22% (28 of 130) in the West Midlands.
The UK Health Security Agency (UKHSA) estimates that childhood vaccinations prevent around 5,000 deaths and more than 228,000 hospital admissions in England every year.
Vaccination programmes protect against a range of serious diseases, including measles, whooping cough, meningitis, polio and diphtheria. As well as directly protecting vaccinated children, many vaccines also reduce transmission across the population, helping to protect those who are too young or too vulnerable to be vaccinated.
This year the NHS has introduced protection against chickenpox into the childhood programme - with the MMRV vaccine protecting children against measles, mumps, rubella and chickenpox in a single jab. A second dose will also be offered earlier, at 18 months, so more children are fully protected before starting school, while families no longer need to pay private fees of around £150 for the varicella vaccine.
“Measles, whooping cough and other diseases spread quickly in unvaccinated children and can have devastating consequences.”
Aimed at the parents of children aged 0 to 5 years old, the government campaign, developed with support from NHS England and UKHSA, will include a 30-second TV and video-on-demand advert, online video and social media content, as well as gaming and parenting forum partnerships with Netmums and Mumsnet.
Dr Gayatri Amirthalingam, Deputy Director, Immunisation, UKHSA, said, “Measles, whooping cough and other diseases spread quickly in unvaccinated children and can have devastating consequences. The NHS childhood vaccination programme offers the best protection to children against 13 diseases.”
Amit Aggarwal, Medical Director at the Association of the British Pharmaceutical Industry (ABPI), said the ABPI believed the NHS vaccination strategy and the NHS 10-Year Plan have the right approaches to address the decline in vaccination rates, with measures such as vaccination catch-ups, and an expanded role for health visitors.
“Industry stands ready to work constructively with public health authorities, clinicians and local leaders to support efforts to improve equality in uptake, rebuild confidence, and ensure timely access to accurate information and vaccination services where they are most needed.”
