The outbreak and response in Algoma
An outbreak of measles in the Algoma region reminded public health officials that misinformation can have real-world consequences, even in Canada where measles was declared eliminated in 1998. This year, the region saw 151 measles cases, and two months had passed since the last local infection when officials reflected on what happened and what comes next.
Algoma Public Health followed the usual playbook—following up with patients, conducting thorough contact tracing, and advising those who were infected to self-isolate to curb spread. But medical officer of health Jennifer Loo stressed that another critical factor was strengthening the relationship with community members, so people could access accurate information and ask questions in person.
“Misinformation can absolutely lead to very real and serious health consequences,” Loo said. “Misinformation or institutional mistrust certainly may have played a role in why individual people were unimmunized at the time.”
The power of relationships in outbreak containment
To combat the outbreak, Algoma Public Health invested in open dialogue—sharing health guidance, answering questions, and meeting people in person to discuss vaccines, exposure risks, and the science behind public health advice. Loo noted that the trust generated through these conversations translated into practical results: there was no transmission of measles in public settings during exposure windows, a sign that case contact management was working.
Immunization and community protection
During the outbreak, the health unit immunized about 110 people who were previously unvaccinated. Loo emphasized that choosing to vaccinate protects individuals now and reduces risk to others in the years ahead.
Strategic planning in a changing landscape
The outbreak intersected with broader planning at Algoma Public Health. As the agency revamps its five-year strategic plan, it must adapt to a rapidly changing environment—climate change, emerging infectious diseases, shifting political currents, and the continued challenge of misinformation. At its Sept. 24 meeting, the board approved issuing a request for proposals to bring in an external consultant to help shape the plan, building on prior outreach to staff across the organization to gauge community needs.
Lessons for the future
Loo described the outbreak as a real-world reminder of the “infodemic” that accompanies disease spread, where information moves at blistering speed and trust becomes a precious resource. “At the end of the day, we’re made up of people who live and work right alongside the people that we serve,” she said. “That relationship building, and going through a pandemic of that magnitude together really solidified relationships across Algoma—and in the case of the measles outbreak, that really did help us spread good information and control the outbreak.”
