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The government will on Thursday launch a drive to boost childhood vaccination rates, health authorities said, seeking an "urgent reversal" to a fall in uptake as the country faces a worsening measles outbreak. Routine childhood immunisations in Britain for diseases including measles, mumps and rubella, diphtheria and polio, have been falling gradually over the past decade, but dipped more sharply after the Covid-19 pandemic, mirroring a global decline. Last year UNICEF said people worldwide had lost confidence in the importance of routine childhood vaccines during the pandemic, with misinformation, dwindling trust in governments and political polarisation contributing to rising hesitancy. Britons will begin seeing adverts from next week across various media, including a television campaign featuring children reminding parents of the risk of missing out on vaccinations, the UK Health Security Agency (UKHSA) said. "We need an urgent reversal of the decline in the uptake of childhood vaccinations to protect our communities," UKHSA chief executive Jenny Harries said in a statement.