Male and Female 1+1 for Joint HPV Defense

"Male and Female 1+1 for Joint HPV Defense" redefined HPV prevention in Taiwan through a fully integrated communication ecosystem designed to drive behaviour change rather than awareness alone.

Instead of treating media channels as independent activities, every touchpoint—from mass media, digital, social media and public awareness events to military communications, wedding platforms, healthcare professionals and clinics—was strategically connected under one consistent platform. Each interaction reinforced the next, guiding audiences from awareness and education to conversation, healthcare consultation and vaccination consideration.

The campaign united healthcare, community engagement and media into a seamless behaviour-change journey, ensuring people encountered the same message throughout different life stages and decision-making moments. This integrated approach transformed the perception that HPV prevention is only for women into a shared responsibility between men and women, resulting in a 40.5% increase in male HPV vaccinations while demonstrating how integrated marketing can create lasting public health impact."