The government is launching a new childhood immunisation campaign, to reverse the decline in uptake, by providing clear, trusted information and making it easier for families to access vaccines.
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, 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.
Separately, parents are also being encouraged not only to ensure their own children are fully up to date, but also to help raise awareness among family, friends and their wider communities about the importance of routine immunisation.
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 - 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."
Routine childhood immunisations are free and highly effective - they are the safest way to protect our children’s health. 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.
Aimed at the parents of children aged 0 to 5 years old, it will include:
- a new 30-second TV and video-on-demand advert
- online video, social media content and digital display advertising
- gaming and parenting forum partnerships including with Netmums and Mumsnet
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.
Vaccination remains one of the most effective public health interventions, second only to clean water. Immunisation protects millions of children from severe illness, long-term complications and death globally each year.
Caroline Temmink, NHS England Director of Vaccination, 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."
Dr Gayatri Amirthalingam, Deputy Director - Immunisation at UKHSA, said: "A decade of falling vaccination rates means that many children remain unprotected from serious but preventable diseases. 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.
"It’s important that parents can easily get clear, trusted information and this campaign reminds parents of the overwhelming benefits of vaccines and to check their children are up to date - it’s never too late to catch-up for vaccines such as MMRV. By taking up the NHS offer, which now also includes protection against chickenpox, parents are helping give their children the very best start in life."
