Impact of a local newspaper campaign on the uptake of the measles mumps and rubella vaccine

Uninformed and damaging press campaigns on the alleged dangers of childhood immunisation are not new.4 Nor are articles on the frustrations of the medical profession in countering these.5 However, we are unaware of any previous attempt to analyse in a quantitative way the impact of one local newspaper upon the uptake of a specific vaccine. Adverse publicity in the SWEP started in July 1997 and developed into the “MMR Parent’s fight for facts” campaign. During the period July to September 1997 the paper published five front page main headline articles, three opinions, and at least 18 other articles on the MMR vaccine. Subsequently at least six further front page main headlines, six opinions, and 22 other articles have been published.