Stop HPV – Stop Cervical Cancer

Stop HPV – Stop Cervical Cancer

Information campaign about HPV vaccination on the behalf of the Danish Health Authority, the Danish Cancer Society and the Danish Medical Association

Denmark is that country in the Nordic region with the highest incidence of cervical cancer. Cervical cancer is caused by infection with HPV, which in some cases lead to dysplasia, which in worst case can cause cervical cancer. A vaccine, which can prevent 90 % of all cases of cervical cancer, has been develop and since January 2009 HPV vaccination has been part of the childhood vaccination programme for girls in Denmark. Unfortunately, the number of HPV vaccinated girls fell drastically in 2015, and based on this, the Danish Parliament allocated budget for a campaign with the aim of increasing the number of vaccinated girls.

Primetime has in collaboration with the Danish Health Authority, the Danish Cancer Society and the Danish Medical Association created the campaign ‘Stop HPV – Stop Cervical Cancer’, which was launched in spring 2017. The purpose of the campaign is to increase support of the HPV vaccination and Primetime is the prime mover of strategy, creative concept, PR and operation of the campaign. The campaign conveys content and useful knowledge at the target group’s eye level across a wide range of contact points to reach the primary target audience: Parents of 10-14-year-old girls. Furthermore, Primetime creates knowledge-based awareness of the HPV vaccination in the press, handles strategy and content for social media, produces film and other digital content as well as handling crisis communication in close collaboration with the customer. The strategic communications campaign has already resulted in positive results – the latest vaccination statistic shows that the amount of HPV vaccinated girls born in 2004 has risen from 12 percent in April 2017 to 39 percent in April 2018.