Khyber-Pakhtunkhwa on Monday launched a province-wide measles and rubella vaccination campaign amid rising cases and preventable deaths, with senior government officials stressing the urgent need for public awareness and stronger health reforms.

Addressing the inaugural ceremony, K-P Health Minister Khaliqueur Rahman said that more than 13,000 measles and rubella cases were reported in the province last year, while 25 children died, calling it a matter of grave concern.

He said the government aims to bring next year’s case count down to zero, but the target can only be achieved if parents fully understand the importance of vaccination. “Even a single death from measles is unacceptable, and the responsibility lies with all of us,” he said, urging parents to ensure timely immunisation for

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