Field Guides: Global HPV Communication

These field guides have been developed to support communication planners and programme implementers in their communications around human papillomavirus (HPV) vaccination introduction, planning, roll out, and monitoring. They are the result of a collaboration between the United Nations Children's Fund (UNICEF), GAVI, the World Health Organization (WHO), PATH, Girl Effect, the Centers for Disease Control and Prevention (CDC), Clinton Health Access Initiative (CHAI), Jhpiego, United Nations Population Fund (UNFPA), the Bill and Melinda Gates Foundation, American Cancer Society, and PCI Media. The guides include:

• Field Guide - HPV Message Framework [click here to download the PDF, 18 pages] - Intended for personnel who are embarking on the design, implementation, and evaluation of an HPV vaccine promotion campaign, the HPV Message Framework provides key information about HPV, cervical cancer, and the HPV vaccine, along with sample messages for a range of participant audiences. It also delineates specific roles and responsibilities for different stakeholders and participants and proposed methods of reaching them. A country designing and implementing an HPV vaccine promotion campaign can select pertinent messages from this framework and tailor them to the local context.
• Field Guide - Interpersonal Communication for HPV [click here to download the PDF, 12 pages] - This guide is intended mainly for personnel who are trying to increase the interpersonal communication (IPC) skills and knowledge of frontline health workers and health mobilisers on HPV vaccination. It explores the importance of IPC skills in mobilising and supporting caregivers to have a positive view toward vaccination. It also discusses key messages related to HPV vaccination promotion that may useful in IPC interactions and includes step-by-step guidance on how to conduct effective IPC. Real-world examples of good IPC practices that have been recorded in selected countries are also included.
• Field Guide - HPV Vaccination Branding [click here to download the PDF, 12 pages] - This guide provides information and ideas about how to create an effective brand that represents the images and values for the HPV vaccine as per the country context. It provides detailed steps and actions for developing and implementing a brand, including ideas about naming, brand personality, and visual identity. A well-designed and executed brand encapsulates the ideals of good health, happiness, longevity, and hope, which play a role in the emotional motivation to seek a service - in this case, vaccination. This is illustrated by key concepts in branding that are relevant in promoting HPV vaccination, including relevant examples.
• Field Guide - Digital Dialogue for HPV Vaccination [PDF, 15 pages] - Social media has the potential to reach many specific audiences and to receive feedback while encouraging real-time conversation, which may be useful for social and behaviour change communication. This guide provides detailed actions and steps to follow in order to come up with an effective strategy for promoting HPV vaccination in various online and social media platforms. Developing an effective digital strategy includes identifying goals, developing accurate and consistent messages, identifying potential audiences (including social media allies and influencers), and establishing measurement tools to promote HPV vaccine and cervical cancer prevention using digital dialogue. To that end, the guide offers advice - for example, on how to schedule social media postings to heighten visibility among followers - and additional sources of information on effective management of social media.
• Field Guide - HPV Risk and Crisis Management [click here to download the PDF, 23 pages] - The HPV vaccine is different from previous vaccines introduced because it is for girls of a specific age group (even though boys are included in some countries). Furthermore, it targets a sexually transmitted infection (STI) that causes cancer. In this context, it is important to have a robust risk and crisis management plan in place to guide interventions and actions in a timely and effective manner. This guide offers information and ideas about how to prepare such a plan, providing those developing plans with details about the most effective methods in their contexts, how to respond to several common vaccine safety issues (VSI), and how to determine whether the plan is effective in addressing community concerns, fears, and resistance to HPV vaccines. The purpose is to support the development of a communication plan addressing different stakeholders that are trusted by the public, such as government ministries, media members, and social influencers. The guide stresses that preparation is the key to effective risk and crisis management. To support this, the guide includes: key distinctions between risk communication and crisis management; step-by-step guidance on how to mitigate risks and how to plan for and carry out adverse event following immunisation (AEFI) response; specific actions for key stakeholders in risk communication and crisis management; and real-world examples of how countries have responded to cases of AEFI in different contexts.
• Field Guide - HPV Communication Job Aid [click here to download the PDF, 3 pages] - This job aid features 6 steps that health workers can follow in communicating with parents and teens about HPV, along with 6 examples. It also outlines facts about HPV vaccination and cervical cancer prevention. Key takeaways: Always be courteous and respectful to caregivers and girls; encourage parents and girls to ask questions, making sure to answer them; and schedule the next appointment before the girls receive the vaccine.
• Field Guide - Engaging Communities for HPV Advocacy - 10 for 10K Actions [click here to download the PDF, 13 pages] - The process for engaging communities in the promotion of HPV vaccination that is presented in this guide draws upon the influence of local leaders and other influential people in the community to mobilise caregivers, persuade them, and spread the message about HPV vaccination. This model requires minimal intervention from external players, relying on community resources, leadership, and actions to sustain a locally driven action or movement. The guide describes in detail the concept of 10 for 10K actions (each of 10 advocates reaching out to 100 individuals, which results in 10K actions) and/or promotion of vaccinations and outlines the mechanisms and processes to make it operational and sustainable.
• Field Guide - Monitoring and Evaluation for HPV Communication [click here to download the PDF, 42 pages] - This guide is meant to provide practical and useful information around monitoring and evaluation (M&E) to country-level staff involved in planning, designing, and implementing communication for development (C4D) programme interventions for HPV vaccination. With an eye to showing how C4D helps promote lasting change in values, attitudes, perceptions, practices, and social norms, the guide offers descriptions of key processes as well as the rationale for each research method used in measuring the effects of communication interventions. In addition, it offers step-by-step guidance on how to conduct M&E at various levels of implementation, provides details on the various tools available for M&E, and offers examples of key indicators for conducting M&E.