This work was a collaboration between the CDC, Johns Hopkins, U of Maryland, and Ohio State.
HPV Advertising Efficacy
Problem: hpv is a sexually transmitted infection (STI) that may increase a person’s chance of cancer. It is preventable, but many people do not get the vaccine.
Solution: this epidemiology study conducted in 2016 aimed to understand why people do not get the hpv vaccine, and test the efficacy of tailored advertisements aimed at vaccine uptake.
Results informed the cdc’s hpv messaging and outreach strategy.
For more information on HPV and HPV vaccinations please click here.
Study 1: HPV Vaccine Knowledge and Advertising Efficacy
Why do people not get the HPV vaccine, and how can we increase the efficacy of advertisements aimed at improving vaccine uptake?
With more than 79 million people infected in 2016, Human Papillomavirus (HPV) is the most common STI in the United States. Left untreated, the virus can cause genital warts and multiple types of cancer.
It’s also completely preventable. The HPV vaccine, commonly known as "the Gardasil shot," is a safe and effective way to prevent getting HPV, and is recommended for both boys and girls ages 11 and 12.
We surveyed hundreds of college-aged men and women across the country to find out why people aren't getting vaccinated, and how we can increase the efficacy of advertising campaigns. In particular, advertisements of interest were those put out by the Centers for Disease Control and Prevention (CDC) to increase vaccination rates and stop the spread of this potentially life-threatening virus.
Results suggest specific imagery and messaging in-tune with a person’s background and motivation may encourage vaccine uptake. We found connections between knowledge, culture, and trusted health resources like medical provider and parental input.
Results informed CDC messaging and outreach.