AMV.BBDO wins 4m cervical cancer vaccine pitch

The Department of Health has appointed Abbott Mead Vickers.BBDO to handle a £4m advertising brief to promote a new cervical cancer vaccination. The appointment follows a three-way pitch against CHI & Partners and WCRS, which was handled by the COI.

The agency will create an ad campaign to support the introduction of the HPV (human papilloma virus) vaccination programme that will help protect teenage girls from cervical cancer in later life.

The campaign to raise awareness of the vaccine among 12- to 13-year-olds girls and their parents, particularly mothers. It will explain the benefits of the vaccine, as well as making clear how and when it will be administered. It will run across TV, radio, press and online and parents will be directed to a website and helpline for further information.

It will also inform school nurses, GPs and teachers as a secondary audience, in addition to older girls who will be having the vaccination as part of a future catch-up programme.

The vaccination programme, which was announced in June 2007, will begin this autumn.