Randomized surveys through phone and email to measure beliefs/attitudes about the HPV vaccine
Measure before the campaign, at the start of the campaign, and 6 months after the campaign Since my campaign is Acquisition/Stimulate Demand, it will be information/awareness.
Within this quadrant, my strategic focus in channels is Product (expertise), which works because it's about factual informational regarding hpv, mainly focusing (if I decide on the sexual attractiveness value) of warts, it can have a doctor but be funny like the Orbit gum commercials, a mix between Orbit gum and Axe body products.
The product will be in the realm of "search" but not experience, unless someone has already had HPV. Instead, the "search" will apply to everything that the young men learn, and hopefully help attain the goal of getting them to go to hpv.com and learn more. This will be measured as well in the pre-during-and post campaign surveys, to see if people went to the site, what they recalled, etc.
The NEED within channels of communication is NEED RECOGNITION, the first step, since guys have to be aware that the vaccine is actually for them, not just for girls. The strategies that would work best to target young boys would be television ads (on TV & online ads), and then the website for research. Word of mouth would be great too, but it can't be controlled so there isn't much I'll do there.
I need to build awareness of the vaccine for guys and exactly what it does (i.e. prevent warts), so that is what the campaign will focus on.
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