02 Mar 2018
Global Award Shortlist
Boots has launched a new HPV vaccination service offering parents the opportunity to protect their sons and not just their daughters.
Despite high awareness around the need to protect females against Human Papillomavirus which can lead to certain types of cancer, few people know that the virus also affects males and causes diseases that are preventable. The new private HPV vaccination service from Boots allows parents to protect their sons aged 12 years + and complements the current cervical cancer NHS vaccination programme for 12-13 year old girls in the UK.
Red Consultancy secured two credible spokespeople to launch the campaign and raise awareness of the importance of vaccinating boys as well as girls: TV medic Dr Christian Jessen and TV presenter Jeff Brazier, dad to two young sons whose mother Jade Goody died of cervical cancer.
A huge media relations effort saw the team sell in the news story and pitch interview opportunities with Dr Christian and Jeff across national, broadcast and online media. As a result, a raft of high profile media outlets covered the story on launch day including appearances on Loose Women, BBC Radio Wales and Woman’s Hour and articles in MailOnline, The Sun, OK, Express, Independent, BBC, NetDoctor, Huffington Post and Metro to name but a few.