A new campaign to raise awareness of the HPV vaccine has been created by JACK RYAN for NHS SE London Cancer Alliance.
The agency, based in Glasgow and London, came up with the “vintage-styled” creative approach to target a Gen Z and millennial audience.
Catch feelings, not HPV will run across multiple channels, from hyper local ad targeting on dating app Grindr and Snapchat (with a custom festival lens) to adbikes and iVans.
It launches at the Mighty Hoopla festival, which is Europe’s largest LGBTQ+ music festival.
Drag Queen Sophia Stardust will attend the event and create Instagram and Tiktok content live from the event on the day. Attendees will be able to pick up bright, branded merchandise, including fans, beach balls and more – all featuring the campaign tagline ‘Catch feelings, not HPV’.
At the NHS stand, there will be clinical staff on hand to answer questions about the HPV vaccine.
JACK RYAN has planned and bought all media, as well as producing the campaign art and creative.
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“The HPV Vaccine is such a simple intervention with such huge potential to help save lives,” said Zara Gross , Senior Programme Manager for Early Diagnosis at NHS SouthEast London Cancer Alliance.
“The Mighty Hoopla campaign is an opportunity to connect with people in a culturally relevant and fun way.
“There is a huge need to improve HPV vaccination rates, and that means evolving the way we reach people. By aligning with an event like Mighty Hoopla and adopting a tone that speaks with the audience rather than at them, the NHS can drive meaningful engagement and inspire action.”
Ryan Dunlop, strategy partner at JACK RYAN, added:
“This project represents a powerful alignment of who JACK RYAN is and what we stand for. It was an opportunity to use bold, standout creativity to drive a genuine impact on public health and build connections within the community.
“This work reimagines what public health messaging can be, using a visually nostalgic style that resonates with the retro trends popular among Gen Z and Millennials.
“The phrase “Catch feelings, not HPV” exemplifies this approach – it’s culturally relevant and straightforward. By incorporating placements on platforms like Grindr and Snapchat, as well as live activations, this campaign is designed to be more than just seen; it aims to be felt. It’s public health done differently.”
