We developed a media channel strategy in four phases: Information, Commitment, Decision and Continued involvement.

Facebook was chosen as the central engagement platform.

At the beginning of the campaign, TV and cinema spots were used to build awareness. Six young female public figures and their best friends were carefully selected as spokespersons in short honest/touching films where they explore and discuss the reasons for getting the vaccine.

Out of Home messages were distributed at educational institutions with high representation of the target group. Online advertising and embedded microsites were used to drive traffic to the Facebook page.

An online reminder service and a physical vaccination card for two kept the target group engaged.

Using a Conversation Calendar as a tool to drive and maintain dialogue and engagement, the Facebook page continued to build a sense of community while also fighting myths about the vaccine.

91% of these recognize the campaign and almost every one of these (99%) understands the message.

The figure shows that almost 75 % of the target group have begun the vaccination process. We have achieved the world’s highest vaccination rate in a free HPV-vaccination program targeted at young women.

Towards the first generation without HPV.