Rhode Island's End Measles Campaign

Abstract

A LONG-PLANNED Measles campaign in Rhode Island came to fruition on Sunday, January 23, 1966. At the same time, one of the most severe snowstorms of the season struck the State. Yet, despite the weather, more than 31,000 children aged 1 through 12 years were immunized that day. In 1963 a statewide poliomyelitis program had reachled about 80 percent of the population at risk. Thus, with the threat of poliomyelitis virtually eliminated, in 1965 the Rho,de Island Medical Society turned to common measles, which, ironically, causes more deaths in the United States each year than there are new cases of poliomyelitis. The knowledge and experience gained from the Polio campaign eased the task of planning and conducting the meaisles program. Also, financial support was available from surplus funds from the poliomyelitis program; 25-cent donations had been made at the 275 clinics used for Polio. As with the poliomyelitis program, the medical society sponsored the measles campaign and the same chairman headed it. The Rhode Island Department of Health handled the logistics with the same team and coordina;tor as before, and again, the Woman's Auxiliary to the Rhode Island Medical Society enlisted volunteers. In organizing the prolgram, the Medical Society's Measles Committee, which included the State epidemiologist assigned to the project by the State health department, was aware that considerable apathy existed toward mea,slesthat too many parents considered it just another childhood disease. To overcome this apathy, the committee engaged the same advertising and public relations firm which had successfully handled the Polio campaign. The firm selected End Measles . . . Once and For All as the theme, and all materials prepared for the campaign were predicated on this theme. The date for the single-clinic Sunday had to be one which gave the committee enough time to complete all logistical arrangements and which did not conflict with other civic events. We decided that at least 8 weeks were needed to make thorough preparations for the statewide program. Therefore, January 23, 1966, was designated as Measles Sunday.