Gardasil - Starting a movement

This campaign for cervical cancer vaccine Gardasil faced two key obstacles in delivering the message to a target of 18 to 26-year-old girls: cervical cancer was taboo because it is sexually transmitted, and it was considered an older woman's disease.

Gardasil – Starting a movement

Lucy Cochran and Gavin MacMillan

Agency: DDB Melbourne

THE BACKGROUND

Gardasil is a cervical cancer vaccine which earned Ian Frazer Australian of the Year in 2006 for his work on its development. It is the first cancer vaccine and works by protecting women against 4 types of HPV, the virus which causes cervical cancer and which is sexually transmitted. In 2007 the Australian Government announced it would add Gardasil to the National Immunisation Program. Commencing in April 2007 all secondary level school girls would be offered the vaccination for free. Provision was...

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