Call The Shots was a health communication campaign that encouraged young women to take charge of cervical cancer prevention by vaccinating against Human Papillomavirus (HPV).
According to the National Registry of Diseases Office, cervical cancer is the eighth most deadly female cancer in Singapore, with 1,005 new cases and 357 deaths from the disease between 2010 and 2014. The World Health Organization (WHO) reported that nearly all cases of cervical cancer can be attributed to oncogenic Human Papillomavirus (HPV) infections. Therefore, females aged 9 and 26 years are encouraged to take the HPV vaccination to reduce their risk of contracting cervical cancer.
Statistics in 2010 has shown that despite evidence of the vaccines’ effectiveness in preventing cervical cancer, only 3% of the female population in Singapore has received the vaccination. This problem suggests that there is an urgent need to bridge this information gap through a communication campaign. With this in mind, the campaign was birthed.
The campaign’s strategy was to make the HPV vaccination and cervical cancer prevention more relatable to university students. This was done through tactics on social media, outreach events on campus, and collaborations with campus clinics.
In conjunction with Valentine’s Day, the team also interviewed four boyfriends to share what is the best gift they could think of for their girlfriends. Watch the video below:
The Highlights
During the course of the campaign, several roadshow exhibitions were held on campus, where the team spoke directly to female university students. It was a positive experience for the team, as connections were made with female students on a personal level by understanding their concerns, and sharing personal experiences when the HPV vaccination was taken.
Throughout the campaign, the team received many kind words from roadshow participants who were thankful for educating them on the vaccination. However, the most rewarding moment was when the team found out through their partner clinics, that 121 women took the vaccination because of the campaign. This moment was undoubtedly the highlight of the campaign, as the team saw how they were able to make a tangible change through their communication efforts.
The campaign also achieved media coverage through online outlets, Alvinology.com and SHAPE Singapore, and a radio interview on Capital 95.8FM with DJ Huang Shu Jun.
The Memories
Reflection #1 – The Challenges
The biggest challenge was to coordinate the partnership with campus clinics. The team overcame this by playing the “middle man” between the clinics and participants, such as updating the participants on the instructions and vaccine stock.
Another challenge was making sure that the campaign had enough reach. The main campaign platform was Facebook, and the team had to ensure that the campaign was widespread among other users and not only to their personal friends. In order to resolve this, the team invested in Facebook advertisements, and used their roadshows as an avenue to garner more followers on their campaign’s Page.
Reflection #2 – The Takeaways
Through the project, the team has gained a deeper understanding of how health communication campaigns should be implemented for a target audience that does not prioritise the prevention of serious health issues.
One key learning point was that for health communication campaigns, a balance of online and offline tactics is important. There is a need to not only utilise social media for amplification and reach, but also focus on avenues for interpersonal communication, such as roadshows. For the HPV vaccination in particular, future campaigns should focus on changing attitudes towards the vaccination, and garnering support from loved ones.
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