The message we wanted to convey? This vaccine IS cancer prevention. The way in with our target? Being a good parent means protecting your kids - long into the future, even when you’re not around. The curveball? Many parents immediately shut down when they hear “HPV” because their minds turn to sex, which is something no parent wants to think about in relation to their 11-year-old kid. So we spun the idea to get parents thinking about the future and the dreams they can protect by making sure their kids stay healthy, even as adults.

CD: Lindy Gross | Art Director: Drew Glafcke | Writer: Cecil Cross