HPV campaign uses Cantonese opera to drive vaccination sign-ups

The HPV Prevention Alliance has teamed up with the Karen Leung Foundation and Omnicom Health Hong Kong to launch a campaign offering free HPV vaccinations to young women before time runs out.

Also known as "Catch-up now", the campaign is available until July. It is designed to raise awareness and drive sign-ups for Hong Kong's free HPV vaccination catch-up programme. The effort comes in response to low uptake among an estimated 70,600 young women born between 2004 and 2008, who are still eligible for the final phase of the one-off free vaccination programme.

Omnicom Health Hong Kong has cited LegCo Panel on Health Services data showing that less than 3% of eligible recipients had registered through a Women's Wellness Satellite government clinic (樂妍站) as of August last year. With the deadline set for 31 July, those who do not sign up risk losing free vaccination access.

The campaign's creative concept has drawn an elegant cultural parallel: Cantonese opera preserves traditions for future generations, while HPV vaccination preserves futures themselves. But unlike opera, where villains are always clearly visible, HPV operates invisibly, making it a threat that young women often do not see coming.

The campaign film has brought this comparison to life through a conversation at a Cantonese opera exhibition between Gen Z YouTuber Hiu Yan, HPV Prevention Alliance convener Hextan Ngan, and medical advisor Karen Chan. Their dialogue has connected cultural preservation with cancer prevention, helping young women understand that protecting their health has meant protecting their futures.

As an ovarian cancer survivor herself, Hiu Yan has spoken from personal experience, creating space for honest conversations about why safeguarding women's future has mattered. Her voice has encouraged young women to take action to prevent HPV and its related cancers.

The campaign has spanned digital channels with targeted video placements, amplified through the HPV Prevention Alliance, Karen Leung Foundation, and influencer Hiu Yan's social platforms to reach both young females and their parents to address awareness gaps across both audiences. With the sign-up deadline set for 31 July and limited capacity available, people are being urged to register now. The return on investment will be measured by the number of young women enrolled in the programme during the campaign period.

Katharina Reimer, CEO of the Karen Leung Foundation, said: “The Karen Leung Foundation is proud to stand alongside the HPV Prevention Alliance in supporting Hong Kong’s HPV Vaccination Catch-Up programme. Protecting girls and young women from cervical cancer is at the heart of everything we do, and this progress is only possible through a collective effort. We are deeply grateful to our community of partners, friends, and generous donors whose support makes it possible to expand access, raise awareness, and drive lasting change together.” 

Sam Wong, managing director of Omnicom Health Hong Kong, said: "The challenge with this campaign wasn’t simply telling people to get vaccinated, but helping them understand why it matters and empowering them to act before the opportunity disappears. It’s been incredibly rewarding working with our trusted partners at Karen Leung Foundation and the HPV Prevention Alliance to make sure we created something meaningful and we’ve been overwhelmed by the positive response so far.” 

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