Department of Health HPV vaccination campaign
The Department of Health (DH) wanted to understand how an informative and reassuring campaign about vaccination against Human Papilloma Virus (HPV) had fared, following negative messages in the press.
How did IFF illuminate the facts with research?
Our initial research helped guide DH communications to teenage girls around the vaccine. Further research evaluated the campaign success in terms of reach and being on message. It also helped refine some minor issues to aid the development of the campaign for its second year.
Apart from the need to understand audience recall and key message take-out, it was particularly important for DH to ensure the HPV campaign’s messages and tone were pitched at the right level for both teenage girls and their mothers.
During two waves of research (pre and post campaign), IFF Research managed over 1,000 face-to-face interviews with teenage girls and their mothers, in their own homes.
Our flexibility and skills in responding quickly to crisis were put to the test following the death of a teenager after her vaccination, although this was shown to be unrelated. We had to immediately adapt the questionnaire and set a process in place to differentiate the responses before and after the tragedy.