TikTok launches MMR jab campaign suggested by MP

TikTok has worked with NHS clinicians for the campaign

Social media platform TikTok has launched a campaign to promote uptake of the measles, mumps and rubella (MMR) vaccine.

The move follows a call made on BBC Politics Midlands by Birmingham Yardley MP Jess Phillips after the West Midlands reported its highest measles numbers in decades.

In January, the Labour parliamentarian claimed her constituents under the age of 40 were largely talking to each other on TikTok, making it the perfect place to get the message out.

Ms Phillips said on Friday she was delighted an initiative had been launched so quickly.

TikTok said it had worked with NHS clinicians to create an in-app page with content about the MMR vaccine.

The campaign will encourage people to "grab a jab", in line with similar efforts to share reliable information about the Covid-19 vaccine, developers said.

"Produced by trusted NHS doctors with their own following on TikTok, this engaging, creative and accessible content will help clarify misconceptions and reach individuals from every community within our society," Ms Phillips said.

Jess Phillips previously said TikTok should launch a campaign

TikTok's Nikki Soo said the firm wanted to make sure reliable information from trusted sources was readily available.

Steve Russell, NHS national director for vaccinations and screening, said the campaign would "give people the reassurance and information they need to get the MMR vaccine."

TikTok has launched a campaign with a dedicated page in its app

On Thursday it was revealed that 1,023 laboratory confirmed cases of measles in England have been reported since the outbreak began on 1 October, according to the UK Health Security Agency (UKHSA).

All regions have reported cases in the past few weeks, though prevalence of the virus in the West Midlands - where many of the first infections were detected - has now stabilised.