The Danish Cancer Society

Through a campaign and information initiative, increased clarity was created about the HPV vaccine, with the aim of ensuring high vaccination adherence among all social groups.

In short


The Danish Cancer Society works to fight cancer through research and prevention. The organisation saw a need to strengthen and create clarity around the most important messages about the HPV vaccine in a media image where it becomes noticeably more difficult to keep the viewer’s attention.


In a close partnership between the Danish Cancer Society, the Danish Health Authority and Lægeforeningen (Medical Practitioners’ Association), Substantia ran a joint and targeted campaign and information initiative: “Stop HPV – get vaccinated”. Among other things, the initiative consisted of the podcast ‘Sidste Stik’, where selected well-known profiles together shed light on current angles and themes. There was also a nationwide PR initiative with the aim of ensuring high vaccination adherence among all social groups.


The campaign put a spotlight on the main issue and, by the end of 2021, the information initiative had achieved a 90% acceptance among the target group. The initiative created broad coverage and nationwide publicity and mobilised public opinion.


The Danish Cancer Society is Denmark’s largest disease-combating organisation and patient association, which works to fight cancer through research, prevention, support and advice for patients and relatives.

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