City launches measles - rubella vax campaign

CEBU, Philippines — The Cebu City government has launched a measles-rubella vaccination campaign targeting thousands of children, while the Philippine Pediatric Society–Central Visayas held a major breastfeeding advocacy event.

Both activities stress urgent child health priorities amid rising measles cases and modest breastfeeding rates nationwide.

Earlier this week, the Cebu City Health Department and Department of Health (DOH)–Central Visayas formally opened the Ligtas Tigdas 2026 Measles-Rubella Supplemental Immunization Activity (MR-SIA) at SM City Cebu.

The campaign runs until August 28 and is part of a region-wide effort covering 630,000 children aged 6 to 59 months across Cebu and Bohol.

Cebu City alone is aiming to vaccinate 90,000 children.

Measles remains one of the most contagious viral diseases, capable of infecting up to 80–95% of unvaccinated children in a classroom within days.

Rubella, while milder, can cause congenital rubella syndrome in infants if contracted by pregnant women.

The DOH reported a 45% increase in measles-rubella cases nationwide in the first quarter of 2026, with 68% of cases occurring among unvaccinated children.

National coverage stands at only 66%, far below the 95% herd immunity threshold recommended by WHO and UNICEF.

On the other hand, the Philippine Pediatric Society–Central Visayas Chapter (PPS-CV) held its Nutrition and Breastfeeding Culminating Activity at the SM City Cebu Atrium, with the event themed “Kaabay: Breastfeeding for a Sustainable Start: Strengthen What Works”.

It featured the “Latch O’ Love” simultaneous breastfeeding initiative, recognition of Mother-Baby Friendly Workplaces, and the promotion of human milk donation and milk banking.

PPS-CV also launched the Mommy Buddy Network to support mothers through peer mentorship.

Globally, WHO and UNICEF recommend exclusive breastfeeding for the first six months.

In the Philippines, exclusive breastfeeding rates have improved but remain modest: 55% in 2018, according to World Bank data, and 60% in 2021, according to Alive & Thrive research.

PPS-CV leaders emphasized that breastfeeding reduces infant mortality, strengthens immunity, and supports cognitive development, but workplace support and public awareness remain critical gaps.

Dr. Daisy Villa of the CCHD reiterated that vaccines are safe and effective, while PPS-CV leaders urged communities to strengthen breastfeeding practices as a foundation for life. — /IHM (FREEMAN)