Alberta added 23 new cases on Thursday. Nineteen of the new cases were reported in the south zone, three cases were reported in the central zone and one was reported in the north zone. That brings the total number of measles cases reported in the outbreak to 193. The province said 18 of those are known to be active, meaning they could infect others. The province said anyone who thinks they or their child has been exposed to measles should call 811 before visiting a hospital or health-care centre. The measles vaccine is highly effective in preventing infection from the virus, as well as preventing serious complications. More information on the virus and immunization can be found on the Alberta Health Services website. The vast majority of cases have been in unimmunized Albertans. On Friday, the province’s former chief medical officer of health called for better messaging and vaccination access in response to the outbreak. “I think there has been a complete failure of leadership at all levels and there’s public complacency,” Dr. Mark Joffe said during a presentation at the University of Alberta. “I am aware of instances of individuals being hospitalized with measles where the family was completely unaware that this was preventable.” Health officials and members of the official opposition have repeatedly called for stronger messaging around the outbreak. On Thursday at a press conference, Health Minister Adriana LaGrange said the province was not under a “provincial outbreak” and that medical officers of health (MOH) were working to increase immunization clinics in “hot spots.” “We’re continuing to really take this very seriously,” LaGrange said. “We have excellent MOHs … and a health-care public health team that is working on this,” she said. “It’s because of the great work that they’re doing that we’ve seen a 66 per cent increase in the number of immunizations from this time last year.” LaGrange said last year there were about 17,000 measles immunizations, compared to more than 27,000 this year.