How Birmingham is getting ahead of measles by encouraging vaccine uptake
BBC World
February 22, 2026
AI-Generated Deep Dive Summary
Birmingham has emerged as a model for combating measles by focusing on vaccine uptake through targeted outreach campaigns. In response to rising cases, particularly among children under 10, the city’s health teams made over 13,000 calls in just three months during late 2023, convincing nearly 1,000 hesitant parents and young people to vaccinate their children. This approach has been replicated in regions like north London, which is currently battling its own measles outbreak with 50 confirmed cases this year.
The strategy involves a mix of phone outreach, community engagement, and multilingual communication efforts. Health workers like Lorna Grinnell-Moore, a clinical service lead for vaccination, have faced challenges including conspiracy theories and resistance from some parents. Despite these obstacles, the focus remains on building trust through empathy and addressing concerns individually. Teams often call up to three times, avoiding voicemail messages, and rely on colleagues fluent in languages like French, Italian, Arabic, and Urdu to bridge language gaps.
This approach has yielded tangible results. In 2024 alone, Birmingham saw an additional 7,000 vaccinations, a 20% increase from the previous year. The city also targeted lower vaccination rates among specific ethnic groups by expanding multilingual materials and community partnerships. These efforts have not only curtailed measles spread but also set a precedent for other regions grappling with vaccine hesitancy.
The success of Birmingham’s strategy highlights the importance of tailored, community-focused approaches in public health. By addressing language barriers, cultural concerns, and misinformation head-on, the city has demonstrated how local initiatives can make a significant impact on global health challenges. As measles continues to pose a threat worldwide, Birmingham’s model offers valuable lessons for other communities aiming to boost vaccination rates and protect vulnerable populations.
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Originally published on BBC World on 2/22/2026