Bringing in the Boys: Research to support the expansion of the New Zealand HPV Immunisation Programme

Client: Ministry of Health

Delivering the best communication programme possible means understanding your priority audience and their influencers.

The Ministry of Health asked Standard of Proof to undertake some exploratory research to inform the Human papillomavirus (HPV) immunisation campaign for 2017.

HPV is among the most common sexually transmitted infections. 1 in 20 cancers are HPV related and the proportion of HPV related cancers is on the rise in the Western world.

Recent changes to the HPV immunisation programme allow for an expanded and refreshed communications programme. The Ministry of Health aims to increase the immunisation coverage rate for girls, and ensure uptake of the immunisation by boys.  Knowing how to engage your audience is key to achieve these outcomes.

Standard of Proof engaged Māori, Pacific, Asian and NZ European parents to find out what would work best when communicating sensitive health information about their children. Our team also engaged with school principals, public health nurses and medical officers, as key influencers.

The group discussions identified communications channels, messages, concepts and approaches that engage key target audiences. The participants also generated ideas on communication approaches that would be most relevant and engaging for them.

We were pleased to deliver a cost-effective approach to explore the most relevant communication channels with these groups. Our client has been able to use this information and develop a strategic approach to support uptake of the HPV immunisation by boys, particularly among rangatahi Māori and Pacific young people.