Measles eradication is biologically and technically feasible, but suboptimal immunisation programme performance, insufficient political commitment, overcautious global agencies, and inadequate prioritisation by important donors are hindering progress towards this noble public health goal. These constraints have given rise to a global resurgence in measles cases and preventable deaths, with re-established transmission in countries that have previously eliminated endemic virus transmission. The ethical, economic, and epidemiological reasons for accelerating progress towards eradication are irrefutable. Measles virus also serves as the most sensitive test of universal health coverage. Where health systems are not reaching all susceptible children and communities, the presence of measles cases will expose and proclaim this failure. The global health community should urgently intensify efforts to eradicate measles.