The brief
HPV prevention is a category where the science is settled and the behavioral problem is everything — people understand the vaccine exists; the question is whether they (or their parents, or their kids’ pediatricians) act on it. The brief: an omnichannel campaign that didn’t just inform but moved audiences from intent to action.
What I led
- Consumer storytelling copy across gardasil9.com — patient-facing content about HPV-related cancers and how vaccination changes the math
- HCP-facing copy — separate portal content giving healthcare providers the language and confidence to recommend
- Video scripts and storyboards for short-form prevention content — emphasizing long-term protection without leaning on fear
- Social and digital paid — creative concepts that carried the campaign across feed
- Conversion pathways — clear, named routes to telehealth, walk-in clinics, and pharmacies
- Brand voice consistent across audiences — same prevention message landing differently for a parent than for a pediatrician, without sounding like two different brands
Why it matters
Speaking to multiple audiences (consumer + professional) on the same platform without losing coherence — and where the success metric is action taken, not just attention earned.