(Cedars-Sinai Staff. (2024, February 20). Measles makes a comeback: What parents need to know. Cedars-Sinai.)

(MSN News. (2024, March 1). As Texas outbreak grows, California’s measles vaccination rate struggles to recover after pandemic. MSN.)

• Fear of autism from vaccines (despite being debunked)

• Philosophical, moral, or religious reasons

• Misinformation provided on social media

• Physician trust and healthcare-provided information

• Lenient vaccine exemptions in schools

• Cultural and community norms as communities will commonly hold the same beliefs

(National Library of Medicine. (2023). Why Parents Say No to Having Their Children Vaccinated against Measles: A Systematic Review of the Social Determinants of Parental Perceptions on MMR Vaccine Hesitancy. PubMed Central.

(Centers for Disease Control and Prevention. (2024). Health and Economic Benefits of Routine Childhood Immunizations in the Era of the Vaccines for Children Program — United States, 1994–2023. U.S. MMWR Morb Mortal Wkly Rep.)

(Johns Hopkins Bloomberg School of Public Health. (2025, February 5). What to know about measles and vaccines.)

(Aliferis, L. (2024, February 15). Why are Bay Area health officials warning about measles? KQED News.)

(Centers for Disease Control and Prevention. (2024). Measles vaccines. U.S. Department of Health & Human Services.)

(SJSU An Analysis of Kindergarten Childhood Diseases Vaccination Rates and Practices in Bay Area Counties)

(SJSU An Analysis of Kindergarten Childhood Diseases Vaccination Rates and Practices in Bay Area Counties)

(New York Times. (2025, February 28.) In Texas Measles Outbreak, Signs of a Riskier Future for Children.)

• We will recruit 8 bilingual Parent Measles Education Ambassadors (4 fluent in Chinese, 4 fluent in Spanish) from the parent community across 4 local elementary schools in a low-vaccination urban district. Each school will provide two ambassadors, ensuring school-level familiarity and cultural-linguistic alignment.

  These ambassadors will participate in a 2-week intensive training program during the first two weeks of the school year. Training will occur in person, 2 hours per day, Monday through Friday (total of 20 hours). Sessions will be led by a bilingual health educator and cover:

  • Measles transmission and vaccine safety

  • Health literacy basics

  • Community outreach strategies

  • How to lead peer discussions

  • Developing culturally relevant educational materials

  During the second week, ambassadors will co-develop multilingual flyers, pamphlets, and messages for a social marketing campaign, with guidance from a health communications consultant.

Measels Education Ambassadors Conduct Parent Meetings(Strategy #2)

• Each ambassador will organize and lead biweekly parent group meetings at their respective school, rotating leadership responsibilities. These meetings will:

  • Take place twice per month (every other week)

  • Be held on weekday mornings with free breakfast provided

  • Include 20 parents per group, recruited through flyers, school announcements, and word-of-mouth

  • Cover measles prevention, vaccine facts, and clinic availability

  • Last for 10 months, continuing throughout the school year

  The goal is for each ambassador to lead 10 sessions per school year, engaging approximately 80–100 unique parents per school through repeated participation and word-of-mouth growth.

Conduct Social Marketing Campaign (Strategy #3)

• Throughout the year, Measles Education Ambassadors will participate in a coordinated social marketing effort that includes:

  • Media advocacy training during the initial two-week session

  • Securing at least 4 media appearances (local radio, print, or TV) across the year to raise awareness

  • Distributing multilingual pamphlets and infographics via students and community bulletin boards

  Messaging will be community-informed, addressing common myths, emphasizing safety, and promoting available vaccine clinics.

  Pop-up Vaccine Clinic (Strategy #4)

  • Two pop-up clinics will be hosted per school, for a total of 8 clinics. These will be conducted:

    • In Month 5 (January) and Month 10 (June) of the school year

    • At each of the four participating schools

    • During school hours and parent-friendly times (e.g., 8am–11am and 2pm–5pm)

    • Staffed by bilingual nurses and public health professionals

    • Open to students, parents, and caregivers

    Clinics will be publicized through the parent meetings, flyers, and media efforts to ensure high turnout. The goal is to reduce structural barriers and provide on-site access to the MMR vaccine.