National childhood immunisation campaign launches to boost vaccination rates

A new childhood immunisation campaign has been launched to reverse the decline in childhood vaccination rates, the government announced yesterday (16 February).

This comes as almost 100 new measles cases have been confirmed in England since the start of the year, and childhood vaccination rates remain ‘well below’ the 95% uptake target that the World Health Organization (WHO) says is needed to prevent outbreaks.

Olivier Picard, chair of the National Pharmacy Association (NPA), urged the government to let pharmacies provide childhood vaccinations alongside the childhood flu spray they already deliver.

He said: ‘This will help to increase the uptake of those people who may be hesitant to get vaccinated or those who may find a GP setting for those vaccinations too inconvenient to access.

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‘Pharmacies are quick, reliable and convenient places to receive vaccinations, with evidence suggesting that using pharmacies in other NHS vaccination campaigns increases uptake, particularly in more deprived communities.’

Parents have been urged to ensure their children are up to date with routine childhood immunisations – which now includes the MMRV vaccine that protects children against measles, mumps, rubella and chickenpox in a single jab.

Health innovation and safety minister, Dr Zubir Ahmed, said the campaign would help parents access clear, trusted information about childhood vaccines and the protection they offer.

He said: ‘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.’

The UK recently lost its WHO measles elimination status after more than 2,900 cases of measles were confirmed in England in 2024.

Dr Ahmed added: ‘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.’

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The ‘Stay Strong, Get Vaccinated’ campaign is aimed at the parents and carers of children aged 0 to five-years-old and will include:

• A new 30-second TV and video on demand advert;
• An online video, social media content and digital display advertising;
• Gaming and parenting forum partnerships including with Netmums and Mumsnet.

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.

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

In Enfield, 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.

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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.’