VITAL Campaign

8.9 percentage point increase in HPV vaccination uptake

55,000+ additional girls protected against cervical cancer

Increasing HPV vaccination through behavioral science in Nigeria

575

Creative Assets

4

Audience Personas

3

Nigerian States

18 months

Campaign Duration

About the Campaign

VITAL (Vaccination Initiative Targeting Adolescent Lives) was a behavioral insights-informed social media campaign to increase HPV vaccination uptake among girls aged 9-14 in Nigeria. Evaluated using a pre-test/post-test quasi-experimental design across 3 Nigerian states.

Key Results

8.9 percentage point increase in vaccination uptake (adjusted DID, 95% CI: 3.0-14.9)

1.48x higher odds of being vaccinated in treatment areas (OR 1.48, 95% CI: 1.14-1.92)

55,000+ additional girls protected against cervical cancer

Explore

Creative Library
Browse and filter 575 creative assets with performance data
Strategy
Behavioral science framework and creative approach behind the campaign
Analytics
Performance dashboards by region, audience, and content type
About
Methodology, research reports, and partner information

Partners

Upswell

Campaign Lead

Capulet

Creative Partner

SLNI

Implementation Partner

WellaHealth

Pharmacy Network

Behavioral Insights Lab

Research Partner

Family Health Initiative

Health Partner