Chapter 25: Education, Training, and Communication for HPV Vaccines

Published in Vaccine 24(S3):S210–S218, this article discusses strategies in introducing the human papillomavirus (HPV) vaccines to the public. As these vaccines come to market, the authors suggest that their use will present "education and training challenges similar to those of other new vaccines, along with HPV-specific issues. Pharmaceutical companies, public health advocates, medical trainers, and health educators need to understand their diverse audiences and respond appropriately to the needs of each. They also must use research-based communication strategies to convey the need for an HPV vaccine and to manage expectations about how the vaccine can, and cannot, protect women and men."

Appropriate advance communication can, as suggested here, allay rumours and misinformation, particularly in the case of the complexity of the HPV story, together with the fact that it is a sexually transmitted infection (STI), which means that effective education about HPV vaccine may be especially challenging. The article discusses reaching health policy maker with various methods, according to the specific circumstances within their jurisdiction and their level of interest/awareness in cervical cancer and HPV. Information may come from the pharmaceutical industry and guidelines and technical updates from key global agencies, including the World Health Organization (WHO). Strategies for reaching healthcare providers and, then, the general public are discussed, including the use of the news media, publications of personal stories, and videos released for television.

The challenges and opportunities include coordinating communication campaigns and implementing educational strategies in advance of vaccine availability. The chapter recommends the use of a diverse variety of media and mechanisms to get accurate information to those who need it, recognising the special need for effective communication strategies among underserved populations in developed countries and in many developing countries. Further, it recommends promoting coordination among a wide range of public- and private-sector organisations and stakeholders that can provide information about HPV and HPV-vaccine. The authors indicate that, particularly when "inconsistent messages are unavoidable, i.e., when one company might choose to market an HPV product as a vaccine against cancer while another labels it a vaccine against an STI", the authors suggest that communication programmes should develop messages and resources to explain the inconsistencies. Also, there is likely to be a need for a strategic and consistent response to rumours and misinformation.