Merck's one less campaign

Using risk message frames to promote the use of gardasil® in HPV prevention

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

In 2006, Merck introduced Gardasil® through its One Less campaign, highlighting how the vaccine protects against the transmission of human papillomavirus (HPV) and, potentially, cervical cancer. The purpose of this study was to determine how young women learned about Gardasil and if the One Less campaign influenced the patient's decision to receive/decline the vaccines. Participants primarily learned about Gardasil from television advertising, and felt the campaign addressed the psychometric paradigm hazard factors of control and dread associated with HPV. However, participants reported that physicians/physician's assistants and mothers remained the primary sources of influence when choosing to receive/decline the vaccine series.

Original languageEnglish (US)
Pages (from-to)318-326
Number of pages9
JournalCommunication Research Reports
Volume28
Issue number4
DOIs
StatePublished - Oct 1 2011

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Vaccines
campaign
physician
Television
assistant
psychometrics
Marketing
television
Hazards
cancer
paradigm

All Science Journal Classification (ASJC) codes

  • Communication

Cite this

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abstract = "In 2006, Merck introduced Gardasil{\circledR} through its One Less campaign, highlighting how the vaccine protects against the transmission of human papillomavirus (HPV) and, potentially, cervical cancer. The purpose of this study was to determine how young women learned about Gardasil and if the One Less campaign influenced the patient's decision to receive/decline the vaccines. Participants primarily learned about Gardasil from television advertising, and felt the campaign addressed the psychometric paradigm hazard factors of control and dread associated with HPV. However, participants reported that physicians/physician's assistants and mothers remained the primary sources of influence when choosing to receive/decline the vaccine series.",
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Merck's one less campaign : Using risk message frames to promote the use of gardasil® in HPV prevention. / Grantham, Susan; Ahern, Lee; Connolly-Ahern, Colleen.

In: Communication Research Reports, Vol. 28, No. 4, 01.10.2011, p. 318-326.

Research output: Contribution to journalArticle

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