“In MSF-supported Bay Regional Hospital in Baidoa, children are still arriving critically ill with measles and the death toll is continuing to rise from a preventable disease. Our teams are witnessing the same tragedy every day in the measles isolation unit: children coming too late, caregivers desperate for help, and health workers pushed to the limit in treating severe complications that could have been prevented. The overall response to the outbreak is failing to protect children. This is unacceptable and it must change now. Health authorities and their partners must immediately launch a well-prepared reactive mass measles vaccination campaign across Baidoa, Dinsor, Burhakaba and other high-risk areas. They must urgently improve community information and mobilisation so families know where and when vaccination is happening and can access it without barriers. They must ensure the resources, supervision and technical support needed to deliver quality vaccination at scale, including cold chain, trained vaccinators and transparent coverage reporting. There is an urgent need to conduct a mass vaccination campaigns to reach zero-dose and hard-to-reach children in IDP settlements and peri-urban areas. Every day of inaction is another day children fall sick, another day more children need hospital care, and another day preventable deaths increase. Act now.”