Getting the boys on board

Promoting the 2017 changes to HPV immunisation

Bonnie Jones – Ministry of Health

Robyn Buckley – Health Promotion Agency

Overview• Initial research

• Insights and strategy

• Campaign development

• Concept and message testing

• Campaign implementation

• Who the campaign reached

• Outcomes

Initial research findings – Standard of Proof

• Messages should be simple, clear and focus on protection/prevention

• Technical terms and anatomical language can be off-putting

• Use multiple channels, including existing school community networks

• Spokespeople need credibility

• Low awareness about HPV immunisation among parents of boys

Insights and Strategic ThinkingStrategic Challenges:

• The existing HPV programme was positioned for girls, low relevance for boys

• Some parents believe immunising risks prematurely sexualising their children

• The consumer journey relied on 11-12 year olds taking a form home

• Parents seeking information will find misleading anti-vaccination stories

Proposition to parents:

• It’s important to protect your son or daughter now to protect them against cancers caused by HPV in later life.

• It’s available free at school, just sign and return the consent form.

Campaign development

Primary objectives:

• Drive high rates of initial uptake for boys, and maintain high levels for girls

• Shape the decision making journey with robust information

Four key opportunities:

• Promote heightened awareness for the distribution of the consent form

• Motivational messaging to support the delivery of the consent form

• Influence the consumer journey: multiple touchpoints

• Adapt existing robust, detailed information for parents to support their decision-making

Concept and Message Testing – Premium ResearchMessages should be warm, clear and focus on ‘Protection’ and ‘Year 8’

Protection is a clear motivator for parents

Cancer prevention is a big hook but needs to be treated sensitively

Low awareness about HPV, and the relevance of HPV immunisation for boys

Campaign materials need to reflect the diversity of Year 8 children

Prioritise critical information in the message hierarchy

Continue to provide clear, robust information from credible sources

Primary call to action: Help protect them against most HPV cancers. Remember to sign and return the consent form.

The year you help prevent some cancers

Consumer Journey

MOTIVATE30+ Second Advert

INFORM Informational Video

Campaign results

Estimated Campaign reach of 71% of our target audience

Campaign exposure exceeded 10,000,000 opportunities to view our collateral across campaign channels

35% increase in the traffic to the Ministry of Health website

Search advertising resulted in our ad being delivered against 50% of all online searches for the campaign, with an average ranking of 1.5

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Target Audience Reach

Target Audience Campaign Reach

Outcome

How do we measure uptake?

• NIR reports by birth cohort

• School based programme consent form rates

• HPV immunisations 1 January 2017 to 30 June 2017 by birth cohort

Girls’ HPV immunisation rates compared to boys’ school-based HPV consent rates

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Boys' consent rates 2017 Girls' immunisation rates by birth cohort

Number of males and females immunised against HPV between 1 Jan and 30 June 2017 by age

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Female Male

Number of males and females immunised against HPV between 1 Jan and 30 June 2017 by age – 13 to 26

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Female Male

Conclusion

• Over 27,000 young women and 33,000 young men were immunised against HPV in the first six months of 2017.

• Higher than expected uptake among boys and young men

Thanks to…• Standard of Proof: Patricia Vermillion-Peirce and Tim Antric

• Ministry of Health: Bernadette Heaphy, Caitlin Leonard, Diana Murfitt and Rayoni Keith

• Health Promotion Agency: Leonie Brunt and Darren Quirk

• GSL Promotus: Sigrun Grice and Leigh Graham

• Premium Research: Jude Varcoe