Our research with young adults revealed significant gaps in HPV awareness, with many not knowing what HPV is or understanding the health risks associated with it.
There was an opportunity to make HPV education more relevant to Gen Z through relatable messaging and creative design informed by their insights, helping build awareness and support informed health decisions.
Built for Gen Z, the campaign’s visual style was shaped by insights gathered directly from young adults aged 18–26.
Focus groups helped identify the messaging, visuals, and creative approaches that resonated most, informing a bold, playful identity that uses vibrant colours and light humour to make HPV education more relatable and engaging.
A targeted digital awareness campaign launched in British Columbia, using animated videos and bold creative to reach young adults on Meta platforms. We also developed a dedicated landing page to provide accessible information about HPV risks, prevention, and vaccination.
Campaign performance provided valuable insights into the messaging and creative approaches that resonated most with Gen Z audiences, helping shape a larger campaign and ongoing engagement efforts planned for 2027.
To bring HPV education directly to young adults, we engaged post-secondary institutions across Western Canada, supporting peer-to-peer awareness on campus.
Students received kits to host their own HPV information booths, complete with stand-up banners, information sheets, postcards, and stickers to help spark conversations about HPV awareness and protection.
