Why We Told HPV to F Off

It doesnamp8217t have to be this way Most HPV types can be prevented with a vaccine with many countries targeting eradication of HPV through ambitious public health programs Australia is on track to be the first country to achieve cervical cancer elimination by 2035If Gen Z gets vaccinated for HPV that future number could be zero But despite the shotamp8217s safety and efficacy vaccination rates are lowAgainst this backdrop we decided it was time to drive change in the US by talking to the most influential audience GenZ Through our PHMLove initiative the community outreach arm of our healthcare media agency we partnered with Publicis sister agency Digitas Health and nonprofit F Cancer to create a campaign unique to HPV prevention by targeting people who are actually engaging in behavior that transmits HPV not their parents GenZ 1826 the largest and most influential generation cares a lot about causes and is dedicated to driving change for good Despite their beliefs and behaviors large gaps in HPV vaccinations exist in this group segment They present a unique opportunity to drive substantive changeTo target 18amp821126yearolds who are sexually active or who want to be we created a campaign that behaves just like its audience honest bold and unbounded by tradition While Gen Z might be more concerned about getting it on than they are about getting cancer we worked to set the stakes of personal health The result HPV Famp8217s EverybodyThe creative of the campaign is bold direct and inclusive amp8211 representing all types of preferences and identities because as the campaign will tell you amp8211 it doesnamp8217t matter who you are or what youamp8217re into HPV Famp8217s Everybody For a generation that doesnamp8217t discriminate itamp8217s important they realize that HPV doesnamp8217t eitherArmed with eyecatching creative we took our mission to our media partners with whom we work every day Our partners showed up amp8211 donating more than 350000 in media which has outperformed expectations To kick things off we leaned into the unexpected nature of the creative and showed up big in Out of Home targeting Gen Z haunts including nearly 150 college campuses including UCLA Stanford Northwestern UPenn and George Washington as well as malls in those same markets and beyond We drove curious consumers to a custom landing page where they could find their vax from a digital campaign on familiar outlets like WebMD and endemic sites but also found an edge and high engagement on less traditional platforms like Grindr and Thrillist We even took over Times Square with multiscreen billboardsWhile this campaign targets a specific moment in the lives of its target audience its true purpose is to drive lifelong change Of course cancer prevention will remain a focus for us all it is the impetus to gain autonomy over oneamp8217s own health and healthcare choices that we hope to be the output of this campaign For many an emerging sex life or desire to have one may be the first moment you consider your bodily autonomy and how to best take care Through this campaign which puts public health in the hands of Gen Z we hope to move more young people to proactively care for their health Especially if it means we can tell HPV to F OFFPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Why We Told HPV to F Off

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Alison McConnell

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Why We Told HPV to F Off

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