'Worrying' wave of measles will likely peak in the spring- Norfolk expert
This comes as Ministers are rolling out more information for parents on the importance of getting their children immunised against measles
A local epidemiologist is predicting a so-called 'worrying' wave of measles cases will likely peak in the spring
It's as the Government's launched a new campaign to get more children vaccinated against the deadly disease and others including whooping cough.
The health department is promising that parents will now get easy access to trusted information on childhood vaccines, that'll be delivered in the following formats:
-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
Why is this work being put forwards?
Childhood vaccination rates are well below the 95% WHO uptake target needed to prevent measles outbreaks.
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.
"We've forgotten how severe of a disease it is"
Professor Paul Hunter is from Norwich Medical School
"Throughout most of the 70s, 80s and early 90s measles became very common.
"So after that many doctors never saw a case of it, for quite a while. With all that in mind I think we've forgotten how severe of a disease it is.
"If we've got an older sibling at school and then they bring the disease home to the baby it can be devastating for them.
"So if you've got a baby at home and an unvaccinated child going to school, then that increases the risk of serious harm".