WINNIPEG — Public health officials in Manitoba are taking a soft-sell approach when it comes to their messaging about measles, a highly infectious disease that can be deadly in severe cases. Schneider wonders whether years of push-back against COVID vaccines and restrictions — mostly in southern Manitoba, which is now over-represented in measles hospitalizations and exposure sites — prompted the public health office to temper its approach. “We could surmise that the blowback from COVID has contributed to government considerations about not discussing or promoting public health in relation to measles outbreaks,” he said. “There is a duty of care and responsibility on the government to promote public health and spotlight measles outbreaks, because this is a highly communicable disease.”That, in part, has informed their approach to getting the word out, he said. However, vaccine hesitancy, fuelled by misinformation and disinformation throughout the pandemic, has to be considered by public health officials.