Alberta Minister of Health Adriana LaGrange speaks in Calgary, Alta., Feb. 19, 2025.Jeff McIntosh/The Canadian Press
Alberta is set to launch an expanded awareness campaign about measles to be rolled out on radio, print and on digital, with more advertising on social media.
The province’s announcement is taking place as measles cases are on the rise. On Friday, there have been 210 cases of the virus in Alberta, with 26 of those considered to be active and 184 that are past the period of communicability.
Alberta Health Minister Adriana LaGrange, who made the announcement Monday while flanked by public health officials, said the message of the campaign, to be rolled out next week, will be: “Don‘t get measles; get immunized.”
Measles cases have also been a growing concern among public health officials in other Canadian jurisdictions, including Ontario, which reported more than 1,200 cases as of last Thursday. There has also been a resurgence of the virus worldwide.
Last Thursday, Public Health Ontario said in its weekly update that 1,243 cases (1,065 confirmed, 178 probable) are now associated with the provincial outbreak. This includes 223 cases that were identified over the last week.
Ontario Health Minister Sylvia Jones also defended the province’s public health response to date amid criticisms levelled by opposition parties and calls to do more to address cases.
Ms. Jones said a public-health campaign was being rolled out to ensure parents and caregivers understand the importance of getting vaccinated. So far, these efforts have been made on social media.
With Ontario measles cases rising, public-health officials call for electronic vaccination registry
In Alberta at present, Ms. LaGrange said there is a social media campaign underway that encourages Albertans to check their immunization records to ensure they are protected against measles.
She said while the campaign has been successful (the province says since March 16, there has been a 67 per cent increase in immunizations compared to last year), there is a realization more needs to be done. She said this is why the province is preparing to launch a broader campaign next week, along with additional immunization appointments.
Ms. LaGrange said part of expanded communication will involve a tool kit for daycare providers to help ensure parents have the information they need to protect their children.
Access to measles vaccines will also be expanded across the province, said Dr. Sunil Sookram, Alberta’s interim chief medical officer of health.
As of Monday, the province said infants between six and 11 months old who live in or are travelling to the north, central, and south zones of the province, can receive an early dose. The province’s routine immunization schedule sees two doses given at 12 and 18 months of age.
Dr. Kieran Moore, Ontario’s chief medical officer of health, issued a memo in March with accelerated immunization guidance for those living in or travelling to the Grand Erie and Southwestern public health agencies, located near Hamilton and London.
Dr. Moore said babies aged six to 11 months should receive one dose of the MMR vaccine and two additional doses are recommended after turning 1.
Dr. Sookram, who is serving on an interim basis after Dr. Mark Joffe left the role last month, said Monday that measles is preventable and the time to act is now.
“We’re not here to judge your pressure,” he said. ”We know immunization decisions can be deeply personal, but we’re here to support families with science-based information and to make sure people know where to go and what to do. The measles vaccine is safe.”
Government officials in Alberta have also come under scrutiny for their response to growing measles cases.
Dr. Joffe said during a recent presentation that “there has been a complete failure of leadership at all levels,” in addition to public complacency.
Measles is a highly contagious, airborne disease and symptoms include fever, cough, runny nose, red and watery eyes and a rash. Severe complications can include pneumonia, brain swelling and even death.
As of the weekend, Dr. Sookram said there have been three cases of measles that have resulted in patients needing care in intensive care units but there have not been deaths to date.
