Hopes high that publicity blitz will be shot in the arm for MMR jab

Primary care trusts and health authorities are hoping that the government's planned publicity blitz on the safety of the MMR vaccine will allay parents' fears over its alleged links with autism.

Last year, take-up rates plunged to a record low of around 84 per cent but health experts believe public confidence could be further damaged with the latest stories swamping the media about the vaccine's safety. The NHS Alliance is also warning that the debate is not only undermining the trust between government and the public, but more importantly with health professionals themselves.

A spokesperson said: 'If that were to happen, then it is going to have very serious implications for the health service.'

Under the government's plans, action teams will target areas of low uptake and a letter from chief medical officer Professor Sir Liam Donaldson to hospitals and clinics will aim to refute claims the vaccination is unsafe.

A spokesperson for Newcastle and North Tyneside health authority, which has seen a measles outbreak in the past week, said: 'I do not think there is a lack of strategic guidance. But we will be waiting to see what comes out of the campaign they are mounting.'