Magazine article Marketing

MMR Crisis Forces DoH Ad Response

Magazine article Marketing

MMR Crisis Forces DoH Ad Response

Article excerpt

The government risks a massive public backlash as it prepares to launch an ad campaign to promote the MMR vaccine despite growing concerns about its safety.

The Department of Health has re-appointed BMP DDB to handle the campaign, which is expected to break in the next two weeks. The activity, which could equal last year's [pounds sterling]3m spend on MMR, will focus on reassuring parents about the safety of the vaccine and will run in national newspapers and magazines as a public information-style message. A repeat of the DoH's immunisation TV ad is also under consideration.

The push comes as figures from the Public Health Authority show that take-up of the inoculation had dropped below 85% across the UK and was as low as 74% in London, prompting fears of a measles epidemic.

Three cases have already been reported in South London, while a further 22 suspected cases are under investigation.

"We are looking at developing immunisation campaigns across the board, and this is clearly the most urgent of the issues we need to address," said a DoH spokeswoman. …

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