Each year, EIW draws on a variety of in-person and virtual connection spaces for sharing information and generating support for vaccination. For instance, for the 2009 EIW, WHO leveraged internet-based viral techniques and social media to advocate for immunisation: an animated YouTube video aims to spread the EIW message by word-of-mouth (virally) online as well as drive traffic to an informational website. This site features country-specific immunisation details, a list of 7 key reasons to vaccinate, a list of common misconceptions related to immunisation, links to research articles online, and a statement by Her Royal Highness Crown Princess Mary of Denmark indicating her strong support for vaccination - both as Patron of the WHO Regional Office for Europe, and as a mother. She soothes fears, stresses responsibility (parents who do not vaccinate their children place other children and the whole community at risk of spreading disease), and encourages communication ("please join WHO in spreading the message to protect, immunize, and prevent disease: our children are depending on us.") Social networking sites Facebook, BKontakte, and Studivz are being used to reinforce the message.

Immunisation and Vaccines.

According to WHO, Europe's immunisation programmes are facing new challenges due to a combination of complacency and scepticism, which has allowed for the persistent propagation of misinformation, facilitated by online discussion fora and blogs. As a result:

• In 2008, 8,484 cases of measles were reported in the Region. Of these, 18% required hospitalisation or treatment for minor or major complications.
• There is no treatment for measles, so children must be vaccinated to prevent the disease.
• The measles virus remains in the air for about 2 hours after an infected person has left the room, and can infect an unvaccinated child.
• In 2008, 633,200 children in the Region did not get their first dose of measles vaccine, and 422,800 were not vaccinated against diphtheria, pertussis (whooping cough), and tetanus (DPT).
• An unvaccinated child has about a 90% chance of contracting an infection from infected children in the same school class.
• An estimated 848,400 school or working days were missed due to measles in 2008.