Experts suggest emphasizing measles survival rates to boost vaccine trust

The United States has reported more than 4,400 measles cases this year, roughly twice the number recorded in 2025. At the same time, vaccination rates have fallen in over 1,600 counties between 2017 and 2024, creating conditions for larger outbreaks.

Public health officials have traditionally highlighted the potential for death from measles in their outreach, but that strategy is meeting resistance from a growing segment of the population.

Communication experts now argue that messages should instead acknowledge what many parents already know-that most children who contract measles recover. By being transparent about the typical outcome, officials hope to appear more credible.

If the approach succeeds, it could improve trust in vaccines and help reverse the decline in coverage, reducing the risk of future outbreaks.