DoH hands BMP DDB £3m MMR ‘safety’ task

The Department of Health has appointed BMP DDB to create a £3m advertising campaign to reassure parents about the safety of the measles, mumps and rubella (MMR) vaccine.

The Department of Health has appointed BMP DDB to create a &£3m advertising campaign to reassure parents about the safety of the measles, mumps and rubella (MMR) vaccine.

A series of press ads breaks tomorrow (Thursday) and will be followed in February by a month-long TV campaign aimed at mothers with young children.

The ads are part of a publicity drive to encourage parents to have their children vaccinated in the wake of reports about possible health risks associated with the vaccine.

Information packs will also be sent to 30,000 health visitors, nurses and GPs to persuade them MMR jabs are safe.

The decision to launch the campaign follows the publication of a report by a consultant at the Royal Free Hospital in London which claims that the MMR vaccine can cause serious health problems, including autism and bowel disease.

Earlier this week chief medical officer professor Liam Donaldson called a summit of the country’s top-level health professionals to discuss public anxieties about MMR.

The press ads, which will run until Sunday, will be based around a statement released by the health organisations after the summit reiterating the view that MMR is safe and effective.

It is not known who will handle the media buying account.

MMR immunisation levels have fallen dramatically since fears about the jab were first raised three years ago.

In some parts of the country only 75 per cent of children have received the vaccine – far below the World Health Organisation’s recommended level of 90 per cent.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here