FINAL-YEAR CARIMAC students have unveiled a social marketing campaign, ‘1,2,3, Stay HPV Free’, to increase awareness of the Human Papillomavirus (HPV) and the HPV vaccines at the University of the West Indies, Mona campus.

According to the Centers for Disease Control and Prevention (CDC), HPV is a group of more than 150 related viruses with each virus being given a number, which is called its HPV type. HPV is named for the warts (papillomas) some HPV types can cause.

Some other HPV types can lead to cancer, especially cervical cancer, the CDC says. There are more than 40 HPV types that can infect the genital areas of males and females.

Launched on February 6, the ‘1, 2, 3, Stay HPV Free’ is being executed by SocialPro, a group of Integrated Marketing Communication students, and is targeting male and female UWI students between the ages of 18 and 25.

A press release from the group said the tagline, ‘1, 2, 3, Stay HPV Free’ represents the three doses of the HPV vaccine required for an individual to prevent the virus, in order to stay HPV free.

According to members of the group, the idea for the campaign was shaped after realising that a number of students on campus lacked sufficient knowledge about HPV, the consequences, and how to protect themselves.

“Results from the baseline research conducted showed that 70 per cent of students on campus are unaware of HPV and the risks it poses,” said Ashleigh Barnes, the group’s public relations and sponsorship coordinator.

“We want students to be more informed about HPV, how it is transmitted, and what they can do to protect themselves,” she added.

Some of the highlights of the campaign include a screening of Someone You Love: The HPV Epidemic – a documentary on HPV – a Valentine’s Day card prank, an informational brochure, an informational video featuring Emprezz Golding, a testimonial video, and banner walks on campus.

CDC posits that at least 50 per cent of sexually active men and women will acquire HPV in their lifetime, which may lead to cancers of the cervix, vagina, vulva, penis and anus, and genital warts. The HPV vaccines available protect both males and females ages 9-26 from these cancers and HPV-related infections.

The group is encouraging students to talk to their doctors to learn more about HPV and the benefits of the HPV vaccine, in order to make informed decisions.

The students launched the campaign as part of a course offered by the UWI, which focuses on the use of marketing principles and techniques to address social issues encountered, such as HPV, its effects, and the preventative measures that can be taken.