The UK Health Security Agency (UKHSA) is launching a new multi-media marketing campaign across England to remind parents and carers of the risk of their children missing out on protection against serious diseases that are re-emerging in the country – with an urgent call to action to catch up on missed vaccinations.

The campaign, set to go live on 4 March, features a powerful video advert told from the perspective of children, delivering a message about the rising risk of illnesses like measles and whooping cough. The campaign theme and materials were developed by UKHSA in partnership with DHSC Marketing, Liverpool City Council, NHS England, NHS North West, and NHS Greater Manchester, based on insight and feedback from parents in the North West.

Measles cases in England have been on the rise, with another 69 cases reported in the past week, bringing the total number of laboratory confirmed measles cases since 1 October 2023 to 650. The West Midlands reported the highest number of cases in the past 4 weeks, accounting for 43% of the newly confirmed cases, followed by the North West at 19%, London at 14%, the East Midlands at 10%, and Yorkshire and the Humber at 8%.

Uptake levels of childhood vaccines offered through the routine NHS vaccination programme in England have been declining over the past decade, including vaccines for whooping cough, measles, mumps and rubella, polio, meningitis, and diphtheria. This decline has resulted in England no longer meeting the levels of population immunity recommended by the World Health Organization, leading to increased risk of outbreaks. Lower vaccine uptake within communities is also linked to wider health inequalities.

Professor Dame Jenny Harries, Chief Executive of UKHSA, emphasized the need for an urgent reversal of the decline in childhood vaccination uptake to protect communities. Through this campaign, UKHSA aims to drive up childhood vaccinations and raise awareness about the importance of protecting children against serious diseases.