Childhood vaccinations are one of the greatest achievements in public health, yet uptake is falling. Measles, mumps, rubella and varicella are diseases that should be preventable, but cases are beginning to rise again. Behind every drop in coverage lies a story of hesitation, misinformation or missed opportunity. The challenge is clear, but the solution is within reach.

Understanding Parental Hesitation Around MMRV

Parents want to protect their children, but they face a noisy and confusing landscape of information. Uncertainty spreads quickly online and in communities. ICE helps local systems cut through this noise by using behavioural science to understand what parents value, what they fear and how they make decisions.

using behavioural science to understand what parents value, what they fear and how they make decisions.

Reframing MMRV as Family and Community Protection

People are more likely to act when messages focus on family wellbeing and community protection. Rather than relying on statistics alone, ICE helps systems tell meaningful stories of connection. Families staying healthy together, children protected for life and communities united through care all show vaccination as an act of love, not obligation.

Removing Practical Barriers to MMRV Uptake

We also know that access matters as much as awareness. By mapping both behavioural and practical barriers, ICE helps local areas identify where uptake is low and why. Whether it is inconvenient appointment times, limited local champions or mistrust of messaging, we design targeted solutions that close the gap.

Acting Now to Protect the Next Generation

When we protect children, we protect our future. Every missed vaccine today creates risk for tomorrow. The time to act is now.

ICE can help you rebuild parental trust and improve MMRV uptake through behavioural insight, communication training and community partnership. Together, we can make prevention last a lifetime.

Check out our other vaccination work here!

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