NEWS24 July 2009
UK— IFF Research has won the contract to measure the impact of a government campaign to raise awareness of a vaccination to protect young women against cervical cancer.
Starting this month, IFF will manage the delivery of 1,000 face-to-face interviews with 12- to 13-year-old and 14- to 18-year-old girls and their mothers in their own homes, across England and Wales.
The research will measure current perceptions of the HPV (human papillomavirus) vaccine in order to inform the NHS Immunisation Information service’s communications plans.
From the autumn the Department of Health, working with the Central Office of Information (COI), will launch an new integrated campaign to reassure girls and their families about the benefits of the HPV vaccine.
Following the campaign, IFF will undertake a second round of face-to-face interviews to measure key criteria including ad recall, key message delivery and likelihood to act.
IFF associate director Ashley Moore said: “Research into any aspect of personal health is highly sensitive and engaging a young female audience on such an emotive subject makes this brief all the more challenging.
“Questioning young girls and their mothers together is a creative research approach which can yield a new level of insight into how the vaccine is being received.”
IFF was recently reappointed to the COI market research roster.