Alberta Minister of Health Adriana LaGrange speaks in Calgary, Alta., Feb. 19, 2025.Jeff McIntosh/The Canadian Press
Alberta plans to broaden an existing online public health guidance about measles and immunization to radio, print and digital platforms next week, while Ontario intends to expand an education campaign of its own after the province’s cases surpassed 1,200.
Alberta announced its new approach on Monday, as measles cases have also been on the rise in the province. 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.
The message is simple, Alberta Health Minister Adriana LaGrange said: “Don‘t get measles; get immunized.”
Measles has been a growing public-health concern since Canada’s multi-jurisdictional outbreak began last fall with a travel-related case in New Brunswick. There has also been a resurgence of the highly-contagious virus worldwide.
On Monday, a spokesperson for Ontario Health Minister Sylvia Jones said the provincial government is running a marketing campaign to raise awareness about the risks of measles and how it can be prevented through a vaccine available for free to Ontarians.
“Currently, the education campaign is on socials, but will be expanded in the upcoming days and weeks,” Ema Popovic said.
Health care providers are concerned about sliding immunization figures. A recent study published in the Canadian Journal of Public Health found a decline in measles immunization coverage in children in 2023 compared with 2019.
Canada’s Chief Public Health Officer, Dr. Theresa Tam, also warned earlier this year that measles cases are on the rise, mostly among unvaccinated children.
The national measles picture appears concerning for the months ahead. A new risk assessment from the Public Health Agency of Canada says the country‘s outbreak is the largest since the virus was declared eliminated in 1998.
The report also pegs the likelihood of prolonged transmission in the next six months is moderate to high, driven by an outbreak involving communities with low immunity to measles.
“If the current chain of transmission continues beyond October 2025, Canada could lose its elimination status,” the report said based on April data.
“Prolonged transmission reflects gaps in population immunity, often due to limited access to or uptake of vaccines, and can lead to preventable illness, long-term complications, and death, especially in vulnerable groups.”
Last Thursday, Public Health Ontario reported 1,243 cases (1,065 confirmed, 178 probable) associated with an outbreak. It said 223 new cases were identified, the sharpest single-week increase in cases since the first infection was identified in October.
On the same day, Ms. Jones defended the province’s public-health response at a news conference, while facing calls from opposition parties to take a more proactive approach to responding to measles cases.
In response to criticism, Ontario‘s Chief Medical officer of Health, Dr. Kieran Moore, told The Globe and Mail on Monday that local public-health physicians, leaders and primary care providers are reminding people about risks associated with measles while supporting vaccination.
“It takes a team; I am just one of that team,” he said. “I assure you, we’re working with all of our partners to ensure consistent, clear communication on measles and on the benefits of vaccines.
Dr. Moore also said he does not want to create fear in communities and needs to be balanced.
“I need to step in when there is concern about the rise, and explain that rise and what we’re doing about it.”
With Ontario measles cases rising, public-health officials call for electronic vaccination registry
In Alberta, Ms. LaGrange said there has been a successful campaign to encourage Albertans to receive immunizations (since March 16, Alberta reports a 67-per-cent increase in immunizations compared to last year). But she said more needs to be done, including expanded efforts on social media.
The province plans to offer additional immunization appointments.
Dr. Sunil Sookram, Alberta’s Interim Chief Medical Officer of Health who stepped into the role after Dr. Mark Joffe left last month, said Monday that measles is preventable and that the vaccine to protect against it is safe.
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.
In Ontario, Dr. Moore 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, amid an outbreak. He said the risk of exposure in those areas was higher.
He recommended babies aged six to 11 months should receive one dose of the MMR vaccine and two additional doses are recommended after turning 1.
Guidance was expanded on April 9 to include several additional health units in southwestern Ontario based on current epidemiology, Dr. Moore said Monday.
Currently, the province is not planning to change its recommendations. He said major urban settings remain safe and immunization uptake is good.