Calabar—As part of strategic preparations for the introduction of the Measles–Rubella Vaccine (MRV) in Cross River State, the Cross River State Primary Health Care Development Agency (CRSPHCDA), in partnership with the National Primary Health Care Development Agency (NPHCDA), the World Health Organization (WHO), UNICEF and Gavi, the Vaccine Alliance, on Friday, 9 January 2026, convened a one-day Media Orientation at Franphinas Suites, Winners Chapel Road, Esuk Uta, Calabar.

The orientation brought together media practitioners from broadcast, print, new and digital media platforms, underscoring the critical role of the media in driving public awareness, countering misinformation and ensuring community acceptance of the Measles–Rubella vaccination campaign scheduled to commence on 3 February 2026.

Delivering the opening remarks, the Director General of CRSPHCDA, Dr. Vivian Mesembe Otu, described the media as indispensable partners in achieving a successful vaccination campaign. She explained that the media engagement was part of a broader, phased stakeholder mobilisation strategy across the state’s 18 local government areas.

“People turn out during our campaigns when they are properly informed,” Dr. Otu said.

“Yesterday, we met with local government chairmen, vice chairmen, supervisors for health and social mobilisation officers. Today, we are engaging the media, journalists and social media actors, who will help us take this message to every corner of Cross River State.

We will also be meeting with teachers, religious and opinion leaders, and other social networks, because a successful campaign depends on widespread awareness and sensitisation before we go to the field.”

Dr. Otu noted that the MR campaign is being implemented nationwide in phases, with Cross River State participating in Phase Two. She expressed confidence in the state’s preparedness, citing the success recorded by Phase One states, including regions previously considered challenging in terms of vaccine acceptance.

“States in Phase One recorded remarkable success, some achieving over 100 per cent coverage. Our last outing in Cross River State also achieved 100 per cent, and I am confident we will repeat that success,” she added.

Explaining the significance of the vaccine introduction, Dr. Otu described the rubella component as a critical addition to existing immunisation efforts. She urged stakeholders not to view it as an entirely new intervention, but rather as a complementary protection.

“Don’t call it a new vaccine; call it the junior sister to measles,” she explained. “Both measles and rubella are viral diseases transmitted through respiratory droplets. While we have been vaccinating against measles, research has shown that rubella infection remains common among children, with devastating consequences for pregnant women and their unborn babies.”

She highlighted the severe risks of rubella infection during pregnancy, including Congenital Rubella Syndrome (CRS), which can result in blindness, deafness, congenital heart disease, brain malformation and other lifelong disabilities.

“The reason we vaccinate children is because they are the main transmitters of the disease,” Dr. Otu said.

“When pregnant women come in contact with infected children, they are exposed. By vaccinating our children, we build herd immunity and drastically reduce the incidence and prevalence of rubella and measles in our communities.”

According to CRSPHCDA, the MR campaign will run from 3 February to 14 February 2026, with additional mop-up days planned to ensure optimal coverage. During the campaign, the vaccine will be administered to children aged 9 months to 14 years, regardless of previous vaccination status. Thereafter, the Measles–Rubella vaccine will be fully integrated into Nigeria’s Routine Immunisation programme for children at 9 months and 15 months.

Health experts at the orientation reiterated that children within this age bracket are the most vulnerable to measles and rubella infection and are also the most likely to transmit the diseases within communities. Targeting them, they explained, is the fastest way to build community immunity and protect pregnant women and newborns.

Participants were also informed that the MR vaccine is safe, effective and compatible with other routine childhood vaccines. It does not interfere with the effectiveness of other immunisations and can be administered concurrently. The vaccine has been in global use since 1979, is WHO pre-qualified, NAFDAC certified, and is widely administered across the world.

Technical presentations outlined the signs and symptoms of both diseases, noting that measles and rubella are highly contagious and typically present with rash, fever, runny nose, cough, and red or watery eyes. While measles often presents with high fever, rubella is usually milder with low-grade fever, though its complications during pregnancy are far more severe.

Goodwill messages were delivered by key partners and technical experts, including Mr. Christian Ogechukwu, State Coordinator of NPHCDA in Cross River State; Dr. Anastasia Isika, State Technical Assistant on MRV Introduction; Kasi Eyong, Director of Disease Control and Immunisation, CRSPHCDA; Bassey Etim, Director of Community and Family Health Services, CRSPHCDA; Dr. Ita-Lincoln F., State Technical Assistant, Christian Health Association of Nigeria (CHAN); Dr. Iniobong Joshua Inyang, Cross River State Measles–Rubella Consultant, AFENET; Dr. Umoren I. Godwin, WHO MR Consultant for Cross River State; and Blessing Eberechukwu, representing UNICEF.

The event was expertly anchored by Mrs. Nsa Ekpenyong, State Social Mobilisation Officer (SSMO), CRSPHCDA, who emphasised the need for consistent messaging across traditional and digital platforms to reach both urban and hard-to-reach populations.

In her closing remarks, Dr Otu, made a passionate appeal to the media to help ensure that no parent claims ignorance when vaccinators arrive.

“If our health workers get to a household and a mother says she was not aware, then we have lost one child,” she said.

“We want the information to reach every nook and cranny of Cross River State, through radio, social media, town criers, and every available channel. From the smallest village to the largest city, everyone must know that we are coming.”

With the media now fully briefed and engaged, stakeholders expressed optimism that Cross River State is on course for another successful immunisation campaign, one that will significantly reduce measles and rubella infections and safeguard the future of its children.