Vaccination urged as measles cases soar in West Midlands
The sharp rise over the past six weeks was mainly driven by cases (80 per cent) in Birmingham, with the majority of patients not being vaccinated
By Sarwar AlamFeb 22, 2024
HEALTH experts have urged West Midlands residents to get the measles vaccine as cases in the region are spreading in “disproportionately high rates”.
Figures published earlier this month showed 329 of 465 (71 per cent) cases across England from October to February were in the region.
The sharp rise over the past six weeks was mainly driven by cases (80 per cent) in Birmingham, with the majority of patients not being vaccinated.
Across the country, there have been 62 cases in London, and 32 in Yorkshire and the Humber in the same period. The remaining cases were reported in other regions of England.
Of the 465 cases in England, the majority – 66 per cent (306) – were among children under the age of 10, while 25 per cent (115) were in young people and adults over the age of 15.
Dr Naveed Syed, health consultant for the UK Health Security Agency (UKHSA), warned that with Ramadan just weeks away, numbers of measles cases could increase further due to large gatherings during the holy month.
“If you have got an infected person in a room full of people who’ve not had the vaccine, at least 15 out of the 20 will pick up the infection and that’s after a small contact time, 15-20 minutes – it spreads really, really quickly,” said Dr Syed at an emergency briefing, which was hosted last week by the mayor of the West Midlands, Andy Street.
“If people are in a congregational setting, just being cognisant of the fact that Ramadan is coming up and evening prayers, people may be there for an hour plus and if there’s a lot of people who have not been vaccinated, there is a high likelihood that other people will get it because it spreads through coughing and sneezing.”
There were 1,603 suspected cases of measles in England and Wales in 2023, UKHSA statistics showed earlier this year. The figure is up from 735 in 2022, and just 360 the year before.
The UKHSA last month sounded a “national call to action” for more measles jabs for children because of falling vaccination rates and fears a current outbreak could spread.
Dr Syed said nearly 85 per cent of those contracting measles have not had any doses of the combined measles, mumps and rubella (MMR) vaccine.
People have been warned to be cautious during Ramadan gatherings
“That just shows the importance of vaccine,” he said. “If we can vaccinate up to about 90-95 per cent of the population, that would protect everyone else in the community and you’d basically stamp out any measles outbreaks.
“The vaccine is not just for children. We were out in pop-up clinics at the weekend and people were coming in bringing their kids and having it themselves as well, because when they rang their GP for the kids, they realised they are not vaccinated.”
Jenny Harries, head of the UKHSA, previously said some members of the Muslim community were wary of the vaccines because one of the MMR vaccines on offer has a pork-based derivative.
But she said she wanted to let people know that an alternative was available and was “very effective”. Dr Syed said it was important that the public received the relevant information regarding the MMR vaccine. “There are legitimate concerns in some communities around the MMR vaccine and there are a lot of misinformed concerns in the communities,” he said. “There are obviously issues around people getting vaccines, there are cultural issues, certain religious issues, because there are two MMR vaccines, one of them contains pork derivatives, the other one doesn’t. This one can be given to people of Muslim faith and others, such as vegetarians.
“It’s important for us to be culturally aware for those people and get that message out there that there are alternatives to the main one which does have pork gelatine.”
Dr Naveed Syed
Communication around the cultural issues surrounding the MMR vaccine hasn’t been “consistent”, Jo Tonkin, acting director of public health at Birmingham City Council, admitted.
“We’re doing work to really understand which groups don’t have the MMR vaccine and what are the barriers that people are facing in getting it,” said Tonkin.
“All of the evidence points to things like health literacy and access. When I talk about health literacy, I’m talking about understanding basic information about what vaccines and immunisations are and translating that into action (getting more people vaccinated). Doing something with that information and also considering it alongside cultural and faith beliefs.”
She added: “We need trusted voices in the community to work with us to encourage our population to get their MMR vaccines that includes community leaders, that includes faith leaders. What we need to do is to listen and understand the barriers that your communities are facing in the community and respond to them.
“All of the directors of public health, their teams, our integrated care boards, our education colleagues, are all out there talking to communities and faith leaders.” Feedback pointed to people not realising how serious measles is because “we don’t see it anymore”, Dr Syed said.
Dr Mubasshir Ajaz.
Measles usually starts with cold-like symptoms, followed by a rash a few days later. Some people may also get small spots in their mouth, according to the NHS. The measles infection can spread very rapidly and lead to serious complications, lifelong disability and even death. It can affect the lungs and brain and cause pneumonia, meningitis, blindness and seizures.
The NHS says the best way to protect against measles is through vaccination.
The UK had previously achieved “measles elimination status”, Harries said, but lost this in 2018 following an increase measles cases in the country and vaccine levels lower than the 95 per cent.
Currently, the average number of children starting school who had both doses of the MMR vaccine stands at 85 per cent. Vaccination rates across the country have been dropping, but there are particular concerns about some areas, including parts of London.
The lowest rates nationally were seen in the capital, with one area – Hackney in the east – with only 56.3 per cent of children vaccinated, according to the latest health service figures.
Jo Tonkin
Dr Mubasshir Ajaz, head of health and communities at the West Midland Combined Authority (WMCA), acknowledged that people had become more wary of vaccines due to the Covid-19 pandemic and felt it was important to find ways to dispel fears around the MMR vaccine.
“It’s okay to point people towards the NHS website which has a whole leaflet on both vaccines as to what the ingredients are. “Everybody kind of became a semi-expert on vaccines when Covid came up. Even if those buzzwords that people have heard in the news, if we can clarify those points and the fact that we’re not hiding any kind of ingredients either, it’s really useful for parents and community members.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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