The I Vaccinate campaign today announced the launch of new statewide television and radio advertisements, “Back in Time,” highlighting a growing and urgent reality: diseases once thought to be a thing of the past are returning, and Michigan families cannot afford to go backward. The spots launch as Michigan recognizes National Infant Immunization Week, April 20 through April 27, which highlights the importance of protecting young children from vaccine-preventable diseases through immunization.
The “Back in Time” ads will air across Michigan starting this month, using powerful imagery and messaging to show what happens when vaccination rates decline. The spots contrast scenes reminiscent of earlier decades, children hospitalized with serious illnesses, with present-day reality, delivering a clear message: these cases of vaccine-preventable diseases are no longer history — they are happening now in our communities.
Companion radio spots reinforce the theme, recalling a time when diseases like polio and measles sickened hundreds of thousands of children each year and warning that those threats are reemerging as some families fall behind on vaccinations.
In 2025, the United States reported more than 2,000 confirmed measles cases and 49 outbreaks, impacting nearly every state, including Michigan. As of Tuesday, April 21, Michigan has recorded eight confirmed cases of measles, all among unvaccinated individuals. Nationally, the situation is becoming increasingly severe, with more than 1,700 cases reported across 32 states this year alone.
“Vaccine-preventable diseases are not just a thing of the past,” said Dr. Natasha Bagdasarian, chief medical executive for the state of Michigan. “We are witnessing their impact right now with rising numbers of measles, mumps and pertussis cases, and it reinforces the importance of following the recommended immunization schedules from the American Academy of Pediatrics and American Academy of Family Physicians to protect our children at their most vulnerable ages.”
The new “Back in Time” spots build on I Vaccinate’s ongoing effort to provide trusted, science-based information to parents and caregivers, emphasizing that vaccines are safe, effective and critical to protecting both individual children and entire communities.
“For many parents, diseases like measles and polio feel like something from another era, because vaccines made them rare,” said Veronica Valentine McNally, founder of the I Vaccinate campaign and president of the Franny Strong Foundation. “But when vaccination rates decline, those diseases come back. These new TV and radio spots serve as a reminder that we have the power to protect our children — and that we should never go back in time.”
Health experts warn that measles is one of the most contagious diseases in the world and can spread rapidly in schools, child care settings and communities with lower vaccination coverage. Even a small number of cases can quickly grow into larger outbreaks.
Parents and caregivers are encouraged to check their child’s immunization status, talk with their child’s health care provider about any missed vaccines, and make an appointment with their provider or local health department if their child is behind.