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.

Understanding opportunities and needs for library services in New Zealand.

Client: Public Libraries New Zealand

“Understanding your audience priority needs helps determine what an effective client-focused service delivery model could look like. This means listening to the community and summarising their responses in ways that best represent their views. 

Standard of Proof helped the Public Libraries of New Zealand to better understand communities’ priority needs across New Zealand.

We used a sample survey approach; working in partnership with Buzz Channel to collect data from large numbers of our target community, we measured individuals’ priorities for library services using an effective and efficient data collection approach.

We used a range of techniques to:

  • identify and present focused and meaningful data rather than presenting too much detail (factor analytic techniques)
  • compare clusters of citizens according to their priority service needs (parametric statistical approaches)
  • estimate the results to reflect the wider communities efficiently (weighting and statistical estimation)

The analysis provided robust evidence about citizens’ need-to-have and nice-to-have services, enabling the local libraries to adapt their amenities to best meet their local communities’ needs.

We were pleased to deliver a cost-effective approach to gathering evidence. Our client has been able to use the evidence to inform future library service delivery in New Zealand.

Research to inform the measles immunisation approach

Client: Ministry of Health

Segmentation research can help identify various risks and potential mitigations to achieve your goals.

The Ministry of Health asked Standard of Proof to undertake research to understand potential reactions to a specific approach to administering health solutions to young people. Through a series of interviews, Standard of Proof identified segments of potentially distinct reactions to the new approach, measuring the risk involved for the client while setting out how these different reactions could be managed to support the successful implementation of an health-focused implementation approach.

The results provided the client with a clear pathway and confidence to achieve their goals.