This national campaign of the RIVM is intended to invite boys for a vaccination against HPV cancer, in addition to girls. Because the vaccine is the best
before someone comes into contact with the virus, the vaccination age goes down from thirteen to ten years. Roorda Reclamebureau developed the campaign and calls on young people to protect themselves with 1 vaccine against 6 types of cancer.
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Guven Roos
Oscar Miles
Credits
Agency: Roorda Reclamebureau
Strategy: Tabula Rasa
Creation: Barry Bol, Joris Bellemakers, Wilmar Versprille and Joeri Jansen
Account: Rasjan Tahir and Judit de Graaf
Production Company: Unit C. M. A
Photography and direction: Robin de Puy
Grading: Maarten van Rossem
Design: Jorn Slotboom
Edit: Annelien Van Wijnbergen
PR: exPRtease
Media: Initiative
Responsible at RIVM: Toiny van der Palen and Stephanie Teelen
Objective
Call on young people to get vaccinated against HPV cancer.
Effect
From the press release:
“Many parents and young people naturally participate in the National Vaccination Program. Their main motive is to protect health. But some parents and young people are left with questions and doubts. In a series of online films, this group talks to each other and experts.
Every year in the Netherlands, nearly 400 men get cancer due to HPV, about 80% of which can be prevented with the HPV vaccination. HPV is a very contagious and common virus, with which eight out of ten people become infected. The vaccination of boys therefore contributes to the protection of the entire population.
The HPV vaccine is registered for use in children from nine years of age. At the start of the HPV vaccination in 2010, girls from the age of thirteen were invited to make sure they were protected long enough. Studies at home and abroad have shown that the vaccination protects for a long time and can be offered earlier. This is important because the vaccine works best before someone has been in contact with the virus. HPV viruses are mainly found on the skin and mucous membranes around the genitals and in the mouth-pharynx, so that it is not only easily transmitted through sex, but also through hands, fingers and mouth.
The HPV vaccination is part of the National Vaccination Programme Co-decided by RIVM. For more information, see also http://www.rvp.nl/hpv.”
Judgment
This is a very topical campaign for three reasons: firstly, children are now invited to vaccination from the age of 10, secondly, boys are also invited from this year, and thirdly, there is increasing skepticism in society about vaccinations in general. A big challenge. I have the idea that you can also see that in the way the campaign was ultimately worked out.
There is no bullshit no funny things that make the campaign funny. No rhyming slogan to make it well remembered. It is simply clearly explained by an expert for both Target groups what it is all about. Justified questions are asked by the young people and the doctors answer them without turning around. They explain why they want to eliminate HPV cancer through the vaccine. That ‘ s it.
I think that transparency is very strong.
This campaign seems to me especially developed for the doubters. Anyone who had already decided to take the vaccine, probably feels strengthened by these stories and that is a bonus. But people who are still in doubt may get answers to the questions they still have in this way and may therefore be able to cross the threshold. Those who are already against vaccination in general in advance are not going to convince you with this.
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