Manitoba Implements Soft Messaging in Measles Awareness Campaign

Public health officials in Manitoba are adopting a low-key approach in their communications regarding measles, a highly contagious disease that can lead to severe health complications. Since February 2024, the province has reported 211 confirmed cases and 17 probable cases of measles, prompting a need for increased awareness about the disease and its prevention through vaccination.

The provincial government distributes a weekly news bulletin that identifies locations where individuals diagnosed with measles have been present. Recent reports highlighted a school, a medical clinic, and a fast-food restaurant as exposure sites. Though local media cover these bulletins, the overall messaging strategy remains subdued compared to the extensive communication campaigns seen during the COVID-19 pandemic.

A provincial spokesperson indicated that the messaging strategy for measles focuses on “targeted communications.” This includes pop-up vaccination clinics, direct communication with schools, and outreach to parents. The aim is to meet communities where they are, ensuring that information reaches those who need it most.

Dr. Brent Roussin, Manitoba’s chief provincial public health officer, emphasized that while the current measles response may not be as visible as during the COVID-19 crisis, significant work is being conducted behind the scenes. He noted that the province had the advantage of foresight when measles cases began to increase in other areas, such as Ontario, where the infection rate escalated to approximately 200 cases.

A different approach to public health messaging is evident, with fewer public billboards and social media campaigns compared to the pandemic era. Instead, information is disseminated through local physicians who can directly communicate with patients. The government has produced letters concerning the measles outbreak in multiple languages, including English, French, and Low German. Recent social media posts have included straightforward messages urging vaccination, such as a tweet featuring a cartoon of a baby with measles accompanied by the hashtags #GetImmunized and #VaccinesWork.

Christopher Schneider, a sociology professor at Brandon University, suggested that the softer messaging around measles might stem from the backlash against COVID-19 restrictions. He expressed concern that this could lead to a lack of adequate public health promotion regarding the current measles outbreak, despite the disease’s highly contagious nature and potential severity.

Health Minister Uzoma Asagwara acknowledged that the province’s communication strategy has evolved. With the attention span of social media users being limited, the government aims to adapt its messaging to effectively engage the public. The focus is on facilitating access to testing and vaccination clinics in areas with reported exposures, allowing residents to ask questions and receive guidance from healthcare professionals.

Despite the push for vaccinations, public health officials face challenges related to vaccine hesitancy and misinformation, which have been exacerbated during the pandemic. Dr. Roussin noted that declining vaccination rates could lead to a resurgence of preventable diseases. He emphasized, “We have to ensure we don’t get complacent. Measles is an example of what we see,” warning that reduced immunity could lead to increased transmission of diseases once considered under control.

The majority of reported exposure sites have been in schools, medical centres, and churches in southern Manitoba, a region known for having the lowest vaccination rates in the province during the pandemic. Briefings obtained through a freedom of information request revealed that some families were sending unimmunized children to school after potential exposure to measles.

Dr. Davinder Singh, a medical health officer in the Southern Health region, expressed concern over the severe outcomes associated with measles. He said, “It would be terrible to have your child admitted to the hospital or go to the ICU for something that is preventable with an effective and safe intervention, like an immunization.” He acknowledged that while the current case counts are a fraction of potential infection rates, changing attitudes towards vaccination will require a long-term commitment.

Community engagement plays a crucial role in addressing vaccine hesitancy. Robert Dyck, a partner at Goodon Industries Ltd., shared his appreciation for the province’s localized response when there was a measles exposure at his workplace. He noted that the outreach from a public health nurse, who provided information and facilitated an on-site vaccination clinic, was invaluable in addressing community concerns.

Overall, Manitoba’s public health officials continue to navigate the challenges of communicating about measles amidst lingering pandemic fatigue and vaccine skepticism. As they work to increase awareness and vaccination rates, the focus remains on ensuring that accurate information reaches the communities most in need.