The HPV vaccine is already offered to every 12- and 13-year-old in the UK, but uptake has fallen sharply in poorer communities and some ethnic minority groups, leaving these young people at higher risk of cervical and throat cancers later in life. This matters because the vaccine can virtually eliminate cervical cancer—a disease that kills hundreds of women in the UK each year—but only if enough people receive it. Standard public health campaigns have worked well for some groups but failed to reach others. The researchers will work directly with adolescents, parents, teachers, and community leaders in under-served areas to identify exactly what stops families from accepting the vaccine, and then design a new approach using commercial marketing techniques—the same methods companies use to sell products—to make vaccination feel relevant and trustworthy. If successful, this 18-month project will produce a ready-to-test intervention that schools, councils, and GP practices can use to close the vaccination gap. The findings could reshape how the NHS and local authorities communicate about vaccines with communities that have been poorly served, potentially preventing hundreds of future cancer cases among young people who currently miss out.
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Background Human Papillomavirus (HPV) is a common virus spread through skin-to-skin contact, including sexual activity. It remains the primary cause of cervical cancer and contributes to about half of oropharyngeal cancers. The HPV vaccine protects against strains linked to these cancers and is routinely offered as a single dose to children aged 12–13. Widespread vaccination could significantly reduce, and even eliminate, cervical cancer. However, a troubling decline in vaccine uptake, particularly among underserved communities, threatens efforts to protect young people already experiencing health inequalities. Aims/objectives and research questions The overarching aim of this research is to increase HPV vaccination rates by rethinking existing approaches, which have been more effective for some groups than others. Building on insights from previous community engagement, we propose a whole-school and community-based social marketing intervention that harnesses commercial marketing techniques to influence health behaviour. We will collaborate and co-design with underserved populations, including those from socio-economically deprived backgrounds and certain ethnic minority groups, to identify: Key barriers to acceptability and uptake of the HPV vaccine in underserved communities. Approaches that are most effective at increasing HPV vaccination uptake among these groups. Methods This research consists of three work packages (WPs). WP1 will synthesise existing evidence on facilitators and barriers to HPV immunisation among underserved populations, along with culturally adaptable strategies to overcome these obstacles. We will establish a steering group comprising representatives from target communities, health professionals, teachers, local councils, policymakers and community leaders who can guide project development and encourage broader participation. Together, we will conduct a situation analysis to map available HPV resources, identify gaps and inform a stakeholder engagement framework aligned with community needs and healthcare priorities. WP2 builds on WP1 by collecting in-depth qualitative data through focus groups and interviews with adolescents, parents and stakeholders, generating insights into local perspectives and refining intervention strategies. These combined findings will yield a robust needs assessment and inform the structure of the intervention. WP3 will identify and prioritise the core intervention components, developing a clear theory of change. By integrating evidence from WP1, local insights from WP2 and continued stakeholder input, WP3 will co-produce a draft intervention design. Additionally, we will form a PGfAR team, drawing on both established and new networks, and prepare the necessary application materials. Anticipated impact and dissemination By engaging schools, community and religious centres, healthcare professionals, commissioners, policymakers, local authorities and third-sector organisations, we will disseminate evidence-based practices and encourage wider uptake of the HPV vaccine. Our public co-applicant will drive community outreach, and two policy-focused workshops will engage influential decision-makers. Outputs will also include peer-reviewed articles, practitioner-oriented outlets, and regular newsletters or bulletins. These findings will help stakeholders beyond this project who aim to increase vaccination rates in underserved populations. Timeline The project runs for 18 months. WPs begin concurrently from month 5, following a four-month set-up phase. A stakeholder engagement protocol is produced in month 5, with public outputs in month 16. Academic outputs and the final report are completed by months 17–18.
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