Nearly 40,000 new cases of HPV-related cancers are diagnosed every year in the U.S., according to the Centers for Disease Control and Prevention. Still, many individuals aged 18 to 26 remain unvaccinated against HPV. In an attempt to encourage Gen Z to get inoculated, the nonprofit organization F*ck Cancer—which includes an uncensored expletive in its name—worked with Publicis Health Media and Digitas Health to launch a bold campaign about how the virus can impact anyone. 

“HPV F*cks Everybody” was awarded gold for Purpose-Led Campaign of the Year in the advocacy category of the Healthcare Marketing Impact Awards 2024.

The campaign features bright colors, eye-catching graphics and young people of various races, gender identities and sexual orientations in different types of relationships. This wide-ranging representation is intended to reinforce the idea that all individuals, regardless of their sexual preferences and activities, are at risk for HPV.

Since launching in 2023, the campaign—which directs viewers to nearby vaccination locations and other resources—has driven more than 25.5 million impressions through social media posts, physical advertisements and app-embedded audio and video content, according to Publicis. F*ck Cancer additionally partnered with on-campus organizations at about 150 colleges to distribute relevant information. The campaign was also featured in more than 100 malls and on screens in more than 300 doctors’ offices.