Girl Focus Toolkit HPV Campaign Resource

From Girl Effect and Gavi, The Vaccine Alliance, this toolkit is designed to facilitate the planning, creation, implementation, and evaluation of a girl-focused human papillomavirus (HPV) vaccine communication campaign, regardless of timeline, resources, or budget. It consists of a series of guides and creative tools meant to help communications managers and design agencies learn from others who have developed an HPV vaccine campaign and plan their own.

Organisers note that, for adolescent girls, cervical cancer and the HPV vaccine can be difficult subjects to engage with. Rumours, miscommunication, taboos around sexual health, and lack of information have all contributed to their unease and uncertainty. Thus, each piece of communication in the Girl Focus strategy speaks directly to girls, inspiring them with positive messages (while reassuring their communities) that getting vaccinated is the right thing to do. This approach is meant to help girl:

• Feel engaged, informed, and valued;
• Understand their options and feel in control of their choices;
• Have a more positive vaccination experience; and, hopefully, by receiving the HPV vaccine...
• Begin a lifetime of positive health-seeking behaviour for themselves, their children, and future generations.

Key components of the toolkit include:

• The Introduction (16 pages) summarises all of the toolkit components and explains where to go to get a communications campaign started.
• The Step by Step Guide (70 pages) takes the reader through a 5-step process for developing an HPV vaccine campaign:
  1. Set objectives.
  2. Gather insights: includes key considerations when conducting research.
  3. Design strategy: details how to develop a key messaging framework and the appropriate selection of media.
  4. Create communications: helps the reader think about creative design solutions to communicate key messages with girls.
  5. Evaluate the campaign: covers how to design an evaluation approach, including for future campaigns.

  Featuring detailed information, tips, and real-world examples, this document is interactive, so the reader can click directly to the section most relevant to a particular stage of planning or implementation.

• The three PDF documents that are part of Campaigns in Action offer insights into country-specific challenges - from Liberia, Côte d'Ivoire, and Lao People's Democratic Republic (PDR) - and showcase their campaign communication materials. Each real-world example features: key challenges; campaign strategy; communication materials; and insights and learnings.
• The Design Guide (59 pages) offers guidance on how to create a campaign and adapt existing materials across all channels, including social media. The HPV vaccine campaign options detailed in the Design Guide are positive, bright, and cheerful, with the hope of ensuring girls feel inspired, informed and valued. The two design options - illustration and photography - are available to meet the different cultural needs of countries to ensure the campaign resonates most effectively with young girls.
• The Design Assets folder contains ready-to-use design templates that can be adapted to meet a country's cultural needs.