Protecting against cancer with gratitude
The COVID pandemic messed a lot of things up, but it really messed up the HPV vaccination schedule in BC.
Instead of getting their shots at school, tens of thousands of teens were studying from home. And when they did return to class, HPV vaccines were almost last on anyone’s list.
The BC Ministry of Health and GCPE knew this oversight could be deadly.
Why? For two reasons. 1. HPV vaccines can protect against several types of cancer. 2. It’s best to begin the vaccine cycle in grade 6; it gives young people enough time to build up antibodies. In essence, more shots in arms now means far less cancer later.
This was core to our idea.
When a young person decides to get the HPV vaccine, their future selves should be eternally thankful! Or for the purposes of our campaign, we simply said, Future you will thank you.
BC Government Communications & Public Engagement
HPV Vaccination Awareness Campaign
To reach teens and their families, we developed two traditional video ads, two TikTok ads plus loads of outdoor, social and banner ads. Additionally, we created a radio spot and some non-traditional posters to go up in schools as if someone’s future self has left a handwritten note for their current selves.
And, as a pleasant surprise, one of our transit shelter posters completely lit up the Vancouver subreddit as people discussed the merits of HPV vaccinations and time travel.
Meaning people took notice, HPV vaccines were given, and teens all across BC began protecting themselves against cancers later in life.
Their future selves should be proud.