Change of Goals/Direction

So, based on where my campaign should be under Acquire/Stimulate Demand, my marketing should consist of information and awareness, not yet behaviors. Even though my ultimate goal is for young boys/men to get the HPV vaccine, since most men do not yet know that Gardasil is available to them, my first, more realistic goal should be a significant rise in awareness concerning what HPV is, and then what the vaccine does & who it is available too. So there's a change.

And so: A NEW 5-Box (my other 5-box can serve as a marker of future goals, the next segment, but for now:)

Current Do: Nothing. Not getting the hpv vaccine. Does not know that the hpv exists for young men.

Current Belief: What is HPV? Isn't it that thing that ladies have a vaccine for?

Consumer Proposition: The hpv vaccine (Gardasil) protects greatly against genital warts and cervical cancer, and since there is no test for boys/men, it will help prevent them from being carriers of the most risky forms, and it's just a shot that lasts a lifetime.

Desired Belief: Oh wow! HPV causes warts, and there is a vaccine for not just girls, but boys too! That's cool.

Desired Do: Ask a doctor for more information, or go to a website to learn more about what HPV is and what the vaccine is.

So there is the new 5-box. And now there is the issue of evaluation, which can no longer exactly be measured as a percentage of boys getting the vaccine in comparison to girls. Instead, there would ideally be a survey happening NOW amongst boys aged 9-26 along with surveys of their parents measuring knowledge of HPV and the vaccine, and attitudes towards then. Then, there would be my marketing campaign (informational or attitude-y) and another survey 3 months and 6 months after is is aired, to measure changes in attitudes/beliefs longitudinally about HPV and the vaccine.