St.Jude: Not On Their Minds

The Situation:
Parents aren’t thinking about HPV, and neither are their kids. But taking action now can prevent HPV-related cancers later in life.

The Challenge:
Post-COVID vaccine fatigue is real, and HPV’s link to sexual transmission makes conversations between adults and teens uncomfortable. But HPV prevention needs to be prioritized.

The Strategy:
Use a relatable human truth to show that teens are too busy thinking about anything but HPV—random, funny, meandering thoughts. That’s why parents and doctors need to think about it for them 

The Execution:
The NOT ON THEIR MINDS campaign features kids lost in dreamlike thoughts, highlighting their innocence while subtly reminding parents of the looming HPV risk. Rolled out across web, social, email, print, and direct mail, the message is clear: protect them now, so HPV isn’t on their minds later either.