The creative solution was “Three Little Letters can change your life: BFF (Best Friend Forever), LOL (Laugh Out Loud) & LUV (Love). Don’t let these little letters (HPV) change your life.” Advertorials (5-page series - July & September) introduced the “Three Little Letters” concept and booklets (8-page 5x7 Educational Booklet backed by ROB Ad- August & October) mimicked popular COSMOPOLITAN editorial features. Execution included a number of category innovations: Broke through normal page/spread unit and utilised a less-traditional unit in the pharmaceutical category Spoke in her voice to establish a connection through a trusted source. Focused on classic COSMOPOLITAN editorial features (COSMO quiz, horoscopes, etc.) and used it within the advertorial series/booklet to bring the readers what they have come to expect from the magazine.  Re-purposed content to use beyond the pages of the magazine at events and college campuses.

The “Three Little Letters” campaign was measured by two 3rd-party vendors and all results surpassed expectations.

Programme goals established for the VISTA Print Effectiveness research were exceeded: 70% “Total Recall” 85% “Engaged with unit” 57% “Saved Ad” - In a campaign effectiveness study conducted by Marketing Evolution, “Three Little Letters” outperformed regular magazine units that were in market at the same time.- Recipient of 2010 Best Disease Education Campaign at DTC National Advertising Awards Washington, DC. This campaign competed against other “CREATIVE CAMPAIGNS” and received the “Gold” award.