Beyond elimination: reframing measles vaccination strategies

⇒ The current worldwide measles pandemic poses a challenge to longstanding efforts to eliminate the disease using mass vaccination in the Global North and the Global South.⇒ But the focus on eliminating measles alone to achieve costly verified national and regional elimination targets has undermined an equally important shift-incorporating the social drivers of health in public policy.⇒ Given the current and impending funding cuts to the WHO and GAVI, it is essential to reframe the goals of measles programmes to achieve high coverage rates, limit measles-related fatalities, suffering and disability and address the poverty, overcrowding and malnutrition that contribute to endemic measles.⇒ Reframing measles control to incorporate primary healthcare ideals into local, national, regional and global public health policy and practice is urgently required.