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Hpv Vaccine Use Among African American Girls: Qualitative Formative Research Using A Participatory Social Marketing Approach, Pamela C. Hull, Elizabeth A. Williams, Dineo Khabele, Candace Dean, Brea Bond, Maureen Sanderson
Hpv Vaccine Use Among African American Girls: Qualitative Formative Research Using A Participatory Social Marketing Approach, Pamela C. Hull, Elizabeth A. Williams, Dineo Khabele, Candace Dean, Brea Bond, Maureen Sanderson
Public Health, Health Administration, and Health Sciences Faculty Research
Objective
To generate recommendations for framing messages to promote HPV vaccination, specifically for African American adolescents and their parents who have not yet made a decision about the vaccine (the “Undecided” market segment).
Methods
Focus groups and interviews were conducted with African American girls ages 11–18 (N = 34) and their mothers (N = 31), broken into market segments based on daughter's vaccination status and mother's intent to vaccinate.
Results
Findings suggested that the HPV vaccine should be presented to “Undecided” mothers and adolescents as a routine vaccine (just like other vaccines) that helps prevent cancer. Within the “Undecided” segment, …