Falling vaccination rates have prompted NHS Hounslow to join a new campaign encouraging parents to give their kids the MMR jab.
The primary care trust (PCT) sprung into action following the announcement that the percentage of two-year-olds in the borough receiving the injection, which immunises against measles, mumps and rubella, has fallen from 74 in 2003/4 to less than 66 last year.
It is one of 12 primary care trusts taking part in the pilot, led by NHS London.
Director of public health at NHS London Dr Simon Tanner said: "Reassuring parents that the MMR vaccine is safe and encouraging them to protect their children from measles is a major priority in London. The MMR vaccine is free, effective and safe."
In Hounslow, the campaign will include phone box advertising, bus shelter posters and letters to parents. If it is successful in boosting uptake in the participating PCT it will then be extended across London.
For more information visit www.mmrjab.com