Strategy & Creative Approach
The VITAL campaign achieved an 8.9 percentage point increase in HPV vaccination rates across three Nigerian states in a quasi-experimental evaluation by applying behavioral science and culturally-authentic creative.
Vaccination Increase
Percentage point increase in vaccination rates
Odds Ratio
Higher likelihood of vaccination in exposed areas
Video vs Static
Engagement difference between formats
Cultural Fit
Performance boost from traditional imagery
Meet people where they are. Effective behavior change starts with understanding the real drivers and barriers of vaccination—motivation, ability, social norms, and trust. Audiences don't need more facts—they need to see the behavior as normal, validated by people they trust, with clear paths to action.
Ability over Knowledge
WHERE to go matters more than knowing WHY
Authenticity over Polish
Phone-shot content outperforms professional production
Trust over Reach
Local pharmacists outperform celebrities with millions of followers
The VITAL campaign achieved its results by focusing on ability (making vaccination easy to access) and motivation (emotional connection to protection)—not by increasing factual knowledge about HPV or cervical cancer.
Most caregivers already knew vaccines were important. They just didn't know where to go, when to go, or that it was free. The campaign removed friction rather than adding information.
FOGG Behavioral Model
B = MAP: Motivation × Ability × Prompt
What Actually Worked
Evidence-based behavioral dimensions
Creative Tactics
Format, length, production, and more
Content Sequence
The order that drives results
Explore the Creative Library
Browse the creative that powered the VITAL campaign