Good relationships as a foundation for outbreak control
Two months after the last local measles case, Algoma Public Health points to more than vaccines in turning the tide — it credits the trust built with community members. “Good relationships and trusting relationships” helped people take advice and consider vaccination, according to Jennifer Loo, the medical officer of health. The region faced 151 measles cases earlier this year, with misinformation increasingly shaping perceptions about immunization and risk.
Misinformation and real-world consequences: public health officials say misinformation and institutional mistrust can lead individuals to skip vaccines, a decision with consequences far beyond a single person. “Misinformation can absolutely lead to very real and serious health consequences,” Loo noted, underscoring how belief systems can influence health behaviors in ways that compound disease spread.
What strategies helped the outbreak be controlled
Addressing the outbreak involved the usual public health playbook — follow-ups with patients, rigorous contact tracing, and advising those infected to self-isolate to curb transmission. But Algoma Public Health emphasized an equally important strategy: proactive relationship building and open, accurate information sharing. Officials met with community members in person, answered questions, and distributed timely health updates to counter misinformation.
As Loo described, the outbreak’s control hinged on trust: “The successful control of our measles outbreak really hinged upon the good relationships and trusting relationships we had with community members, so that they take our advice, they follow recommendations, and some of them, when offered a vaccine, have their questions answered.”
During the outbreak, public health communications highlighted how contagious measles is — a person with the illness can spread the virus in a room within hours. News releases about possible exposure sites in Algoma helped residents stay informed and reduce risk at known locations.
In total, about 110 previously unvaccinated residents were immunized during the local outbreak, a number officials view as a meaningful step toward herd protection and longer-term safety for the community.
Planning for the future amid changing times
Beyond the immediate response, Algoma Public Health is updating its five-year strategic plan to address rapid shifts in climate, infectious disease dynamics, and the broader information ecosystem. The board approved issuing a request for proposals to hire an external consultant to help refine the plan, ensuring it remains responsive to evolving community needs and external factors.
“There are a lot of rapidly changing external factors — climate change, re-emerging infectious diseases like measles, the political landscape and a lot of fomenting mistrust and disinformation,” Loo said at the Sept. 24 board meeting. “Thinking about these specific issues in the context of what we do now can be very timely and important to how we approach the next few years.”
From infodemic to knowledge broker
Loo drew a parallel to the COVID-19 era, noting a persistent “infodemic” alongside the spread of disease. With information moving at speed, the public deserves clear, accurate knowledge. Algoma Public Health has positioned itself as a local knowledge broker — a role built on listening, explaining, and co-creating health messages with community members in ways they can trust and act upon.
Key takeaways for other communities
The Algoma experience suggests that strong public health outcomes depend not only on vaccines and isolation measures, but also on relationships. When health officials engage respectfully, address concerns, and provide timely answers, communities are more likely to follow guidance and accept vaccination. In this way, good relationships become the frontline defense against both measles and misinformation alike.
