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Social Marketing Project- HPV Bury NHS

Campaign Identity- Social marketing NHS

Perfect Circle created a campaign identity for a social marketing campaign developed for Bury NHS. 
This campaign was required 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. 

The campaign name my60seconds was created to address the behavioural barriers of the target audience that are *sensored word - inappropriate language* with jabs.  These include susceptibility to pain, fear of needles and amount of time required.  The campaign creative was designed to reflect the varied lifestyles of the target audience and co-ordinate with the intervention mechanisms developed to ensure the success of the campaign.

For a further information on this campaign please visit the social marketing NHS Bury page, where you can request a more detailed case study to be e-mailed to you.