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CASE STUDY: Outdoor proves most effective media for Girls 16-19

Provided by JazzyMedia
JazzyMedia's campaign to promote the HPV vaccine to Girls delivers 19 million impacts and increases awareness by 45%.

What was the Challenge / Background of the Campaign?

The Department of Health wanted to communicate an important health message to a difficult to reach audience. They wanted the audience to take notice of the new HPV vaccine available and make an informed choice on whether or not to be vaccinated. For Girls who chose to be vaccinated, it was important to remind them that they needed to have a 2nd (booster) vaccine at a later date in order for the vaccine to be affective.

What was the Campaign Objective?

To ensure that as many girls 16-19 years as possible were aware of the vaccine, talked about the vaccine with their peers and knew where to go for more information. After having the vaccine the Department of Health needed to remind girls to have a booster vaccine in order to be protected. This communication needed to be executed responsibly.

What was the Solution?

JazzyMedia used College 6's (Six sheets) to inform Girls in England about the vaccine. Whilst Washroom panels were used to remind girls about the importance of having their booster at a later date.

What were the Results?

The campaign reached 300,000 Girls aged 16-19 years and delivered over 19 million impacts. There was fantastic feedback from teachers as well as male and female pupils who said that the communication helped raise awareness, prompt discussion and ultimately participation. This was supported by JazzyMedia's own research which showed awareness of the HPV vaccine in JazzyMedia schools at 93% compared to 48% in other schools. Also, 74% of students in JazzyMedia schools said they were definitely considering having the HPV Vaccine compared to 21% in non-participating schools.

What were the Key Learnings of this Campaign?

JazzyMedia provided the Department of Health with the perfect environment to reach their target audience over a sustained period of time. This was reinforced by JazzyMedia's own research which showed that JazzyMedia's posters ranked highest in media attribution in JazzyMedia schools at 71%. Significantly higher than any other media including television at 42%, magazines at 18% and on-line at 15%.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50k300,000 female 16-19 year olds.
16 - 24Female
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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