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    Human papillomavirus (HPV) is prevalent in the US, with two available vaccines, Gardasil and Cervarix. However, vaccination rates have not met targets, with only 37.6% of adolescent females and 13.9% of adolescent males receiving the vaccine. Mass communication campaigns play a major role in introducing and disseminating the HPV vaccines through direct marketing to teenagers, local news articles, and new information technologies like blogs and social media.

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    Human papillomavirus (HPV) is prevalent in the US, with two available vaccines, Gardasil and Cervarix. However, vaccination rates have not met targets, with only 37.6% of adolescent females and 13.9% of adolescent males receiving the vaccine. Mass communication campaigns play a major role in introducing and disseminating the HPV vaccines through direct marketing to teenagers, local news articles, and new information technologies like blogs and social media.

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    8 views1 page

    PowerPoint Presentation

    Uploaded by

    Aisyah Othman
    Human papillomavirus (HPV) is prevalent in the US, with two available vaccines, Gardasil and Cervarix. However, vaccination rates have not met targets, with only 37.6% of adolescent females and 13.9% of adolescent males receiving the vaccine. Mass communication campaigns play a major role in introducing and disseminating the HPV vaccines through direct marketing to teenagers, local news articles, and new information technologies like blogs and social media.

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    © All Rights Reserved
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    of 1

    Application: Application:

    Communication and HPV Vaccine Communication and HPV Vaccine


    • Human papillomavirus (HPV), an STI is extremely

    •
    prevalent in the US
    Two vaccines are available: Gardasil and Cervarix
    Framing
    • Vaccination uptake has not met target (37.6%
    adolescent females, 13.9% adolescent males) - Role of framing in shaping HPV vaccine attitudes and
    behaviours
    • Mass communication- major role in introduction
    - Framing the purpose of vaccine as cancer prevention,
    and dissemination of the vaccines versus STI prevention  women’s higher intention to receive
    • High-profile, direct-to-consumer marketing campaign vaccine
    by Merck reached large numbers of target audiences - Framing the vaccine as genital wart prevention increased
    (teenage girls) young women’s intention to talk with physician by increasing
    • News articles on HPV vaccine in local newspapers self-efficacy
    • New information technologies- blogs, social media - loss-gain frames: those exposed to positive frame believe
    vaccine to be more effective, and were more supportive of
    vaccine requirements for school attendance

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