11-07-2025
Rebellious teens and outreach: Vaccinating British Columbians during a measles outbreak
The rise in vaccine hesitancy since the COVID-19 pandemic is well-documented, but frontline health-care workers and public health officials haven't given up pushing for unprotected British Columbians to get immunized against measles.
The province currently has 102 lab-confirmed cases, but officials note that's likely a dramatic undercount, and our proximity to Alberta – where they're battling the highest number of infections per capita in North America – has the health minister and clinicians doing their best to promote protection before infection.
'Measles is an extremely contagious virus,' Josie Osborne said Thursday at a briefing on the spread of the disease. 'It is absolutely vital that we pay attention and that we follow that expert, evidence-based policy and decision-making and guidance that is provided to us.'
Measles can start with fever, sore throat, cough, and runny nose before the telltale rash and bloodshot eyes appear. Symptoms can last for 10 to 21 days, and about one in 10 people will have symptoms severe enough to require hospitalization.
Seizures, deafness, brain injury and death are rare but possible outcomes.
(Source: B.C. Centre for Disease Control)
Addressing vaccine hesitancy one-on-one
That expert advice is to opt for the vaccine, which has been widely used for decades and provides nearly 100 per cent efficacy after two doses, according to the B.C. Centre for Disease Control.
Dr. Eric Cadesky has counselled hundreds of nervous patients on the risks and benefits of vaccination versus infection from various viruses.
'Anyone who's on social media, which is 99.9 per cent of the world, is going to come into contact with this bad information being pushed to them,' he said in a virtual interview from his Vancouver office. 'I thank them for coming in and having the trust in me to have a conversation.'
Cadesky's approach includes pointing out online influencers are themselves often profiting by spreading false information, and 'whether they're peddling other concoctions or vitamins, or they're just driving traffic to their website, our attention is part of an economy and our fear is something that other people can profit off of.'
The longtime physician is particularly encouraged by teens and young adults who ask to be vaccinated after being raised by anti-vax parents.
'I think it's a great part of youth rebellion to make sure that your vaccination is up to date,' he said.
(Source: B.C. Centre for Disease Control)
Public health's approach
The health-care system is taking various approaches to boost the vaccination rate, including among those who maybe haven't thought about their status for years.
The Ministry of Health texted more than 31,000 British Columbians whose health records didn't indicate whether they were protected or not, and more than 500 have already chosen to get their MMR shots.
With most measles cases in the north and in unvaccinated friend or family groups, officials will be doing outreach to other clusters that could be at risk as the most contagious airborne virus science has identified continues to hang in the air at hospitals, airports, shops and other places infectious people have spent time.
'We are starting with a selected community in the northeast area that's most affected at risk right now and organizing outreach, including immunization clinics,' said Dr. Jong Kim, medical health officer for Northern Health.
Measles vaccines remain free and easily available through community health clinics, primary care providers, and many pharmacies in B.C.
