Coorong I don't think people really have that sort of thought process. The vast majority of people want to have their children vaccinated against measles because as you say 'prevention is better than cure'.
Measles vaccine uptake is very high - although the MMR vaccine (which is not the only way to protect against measles despite what the government might say) uptake has a more patchy history.
I doubt that any government policy on vitamin A therapy would send out a message that measles vaccines are not important for public health. I'm sure that they could word things in a way to communicate that vit A is not a substitute for vaccination but it is a 'plan B' in the event of measles infection.
The World Health Organisation recommends global measles vaccination and is very robust in doing so. And yet they manage to publish a lot of information on vitamin A therapy. I doubt it is beyond the DoH to do the same.
I think they don't do it because it would make their scaremongering about measles less effective with regards to getting people to comply with their MMR policy. I doubt they would need to do so much scaremongering if they offered single measles vaccines. The vast majority of people want their children vaccinated against measles, but quite a number of these people are nervous of the MMR vaccine - and so the government has to scare them into accepting it. And they do so by frightening people with the dangers of measles. There is very very little talk of either rubella or mumps used in the marketing of the MMR vaccine - neither of these diseases frighten people enough to convince them to put aside their questioning of the triple vaccine. And so the government uses people's fear of measles in order to get them to comply with a short sighted vaccine programme that smacks of creating demand for a product because the product exists.
Manufactures developed MMR vaccines at a time when there was no actual demand for such a vaccine. People were pretty happy with the policy of single measles vaccine and rubella for non immune teenage girls.
The MMR vaccine has been a tough vaccine to sell to the public. Combined vaccines worry people and many people question the wisdom of giving young children mumps and rubella vaccines.
And so all the government and the manufactuers have to sell the MMR vaccine is measles and the manufacturing of a parental fear of the disease.
Exactly the same thing was done in the US with the chicken pox vaccine. People are terrified of chicken pox over there.
And of course we should be vigilant and take these diseases seriously - but to be perfectly frank I don't think the UK government's attitude does show that they genuinely take measles seriously. If they did they would have a policy on vitamin A therapy and they would offer single measles vaccines. They seem to take the marketing of the pharmaceutical product that is MMR much more seriously than they take the actual threat of measles.