Talking about HPV

We led research with Year 8 girls in Leicester to find out why uptake of the vaccine that protects against cervical cancer was so low. What were the barriers they were coming up against? By talking to the girls, their parents, teachers and nurses and analysing our market research, we learned that their understanding of the jabs and what it protected against was poor. Myths and rumours about the vaccines worried them.

Three Simple Jabs, the campaign we launched in schools across Leicester, drew on our insight to explain the importance of protecting against cervical cancer in clear, reassuring language. Coupled with information for parents and teachers and an informative website, the number of girls who had their first dose of the vaccine reached more than 90 per cent. The campaign’s success meant Three Simple Jabs was rolled out in schools beyond its initial launch.

threesimplejabs.co.uk

  • Date: 30/05/12
  • Client: NHS Leicester City

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