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Gardasil. Getting through to young men
Challenge
To drive awareness of HPV-related diseases and the availability of the funded HPV vaccine to men aged between 18-26.
This group is one of the hardest to reach by conventional means and even harder to motivate.
Outcome
The threat of HPV-related cancers is not perceived as a real threat to this group – it’s something that’s never going to happen in a future that is too far off to be real.
Genital warts, however, was something that did scare them.
Now that we knew what they cared about, we needed to find a way to talk to them.
Social media platforms like Twitch and TikTok are where we found them, and quirky, ‘robust’ humour is how we got their attention.
BRAND: HPV Awareness
CLIENT: CSL Seqirus
CONSUMER CHANNELS:
Twitch, Digital Video, Digital Display Ads, Student Health Clinic & Street Posters.
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