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Social Marketing NHS Bury - HPV Campaign

Social Marketing NHS Bury - HPV Campaign

Perfect Circle developed a social marketing campaign for Bury NHS called my60seconds.  This campaign was developed to communicate and make clear that the HPV vaccination protects against cervical cancer.  The campaign was targeted to increase the uptake of the HPV vaccination programme in the 15-18 age group by encouraging eligible females to book and take up their vaccination appointments.  It was crucial that the campaign informed and encouraged the target audience to get the HPV vaccination and educate them regarding the immunization process. 

Part of the education process was to reinforce the importance of receiving three doses of the vaccine within a six month period in order to provide optimum protection.  The campaign was structured to meet the social marketing benchmarking criteria and utilise intervention mechanisms to overcome the competition barriers. 

These included Perfect Circle developing relationships with national retailers such as New Look and Saks to offer the target audience incentives for receiving three doses of the vaccine within a six month period.  Bluetooth and outreach activities also featured in this campaign, delivered in partnerships with local colleges where the majority of the target audience attended.

The campaign launched in that final week of Sept 2009 and will run for six months. The results will be collated during the evaluation and feedback stages, in line with the Total Process Planning Model.  For a more comprehensive case study please e-mail .(JavaScript must be enabled to view this email address) or visit my60seconds.co.uk