A campaign was launched to encourage young people to get the catch-up vaccination against Human Papillomavirus (HPV). The campaign succeeded in promoting discussion and increased awareness of HPV as well as persuading young people to get vaccinated.

Why this experiment was conducted: provide boys and girls with a vaccine they might not have received
In 2022 and 2023, boys were invited for the first time and girls were invited again to get vaccinated against the Human Papillomavirus (HPV). HPV vaccination protects not only against cervical cancer but also against a range of other diseases, including oral, throat and penile cancer. The vaccine is most effective when administered before individuals become sexually active. The HPV vaccine is therefore offered to children starting at age 9 years as part of the Dutch National Immunisation Programme. It is also important that as many young people aged 13 to 18 as possible take advantage of free catch-up vaccination. It is known that awareness of HPV is low amongst boys in particular, that HPV is seldom a topic of conversation amongst young people and that they are sceptical.

Type of intervention: new campaign 'Met 1 vaccin beschermd tegen 6 soorten kanker' (one vaccine protects against six types of cancer)
This slogan aims to position HPV vaccination as a cancer prevention jab, to diminish any associations with cervical cancer. To avoid young people delaying vaccination and becoming opposed to it, the campaign emphasises that vaccination is free in 2023 only and that it is up to the individual to decide whether or not to get vaccinated. The campaign consists of 3 flights, including messages on social media and online videos in which young people and experts (doctors and a former patient) ask each other questions about the vaccine and the effects of HPV. In this messaging, misconceptions about the virus are dispelled, HPV is opened up for discussion and the importance of vaccination for yourself and others is stressed. Young people and their parents also received an invitation letter and brochure.

Method used: baseline, intermediate and impact measurements
A baseline measurement, two intermediate measurements and an impact measurement, with independent sampling amongst young people aged 13 to 18 and parents of young people in this age group, were performed to investigate the effectiveness of the campaign. The samples were weighted by sex, age, parental education level and region.

Result obtained: more people vaccinated
During the campaign, young people showed a heightened interest in discussing the subject of HPV vaccination and there is now increased awareness amongst young people that the vaccine protects against various kinds of cancer. In addition, more boys say they consider vaccination to be important. Awareness of HPV and discussions about it have also increased amongst parents. Besides the campaign's effects on awareness, discussion and attitude, there is an observable shift in behaviour. The proportion of parents who say that their child has been vaccinated has risen from 51% to 69%. The official RIVM vaccination figures (provisional figures from 13 January 2023) show that on average 51.6% of boys and 68% of girls aged 13 to 18 have received their first vaccination. Before the campaign, boys did not have the opportunity to get vaccinated. The vaccination rate for girls up to age 13 in 2020 was 62%.

Impact: helping prevent cancer
In the Netherlands, nearly 400 men and 1,100 women a year develop cancer following an HPV infection. In men, roughly 80% of these cases can be prevented by means of HPV vaccination, while the corresponding figure in women is roughly 75%. HPV is a highly contagious virus that is transmitted through sexual contact. Vaccination of both boys and girls therefore actively contributes to protecting the entire population by creating herd immunity. It is important to communicate this clearly and effectively to young people, as well as their parents, and encourage them to get vaccinated. The campaign 'Met 1 vaccin beschermd tegen 6 soorten kanker' is part of this effort.

Source: https://www.binnl.nl/home+-+en/knowledge/publications/bin+nl+publications/HandlerDownloadFiles.ashx?idnv=2719979