“Wonderful – but not for my daughter!” Press and
public reactions to the announcement of the new HPV vaccine – and the
implications for acceptance and take-up
S. M. Quilliam
Independent advice
columnist, author and broadcaster, Consumer Correspondent, Journal of Family
Planning and Reproductive Health Care, Cambridge, UK
Objective To
assess the reaction of potential users to the new HPV vaccine, and in particular
to ascertain whether parents and adolescent girls will in fact be prepared to
use the vaccine at the recommended age.
Design and methods In Britain, the
announcement of the ‘stunning’ HPV vaccine came on 7 November 2005. As Consumer
Correspondent for the Journal of Family Planning and Reproductive Health Care –
and a former sufferer from cervical cancer – I was intrigued as to whether
public reaction would be positive or negative and what that would mean for
vaccine usefulness and take-up. To ascertain this, I undertook: a) a review of
all print press coverage of the vaccine from 7 November for one month b) a
qualitative survey of 14 parents and their 15 daughters on their attitudes to
the vaccine.
Results The initial response to the vaccine was overwhelmingly –
and surprisingly – positive. However British parents – informed by the press –
will probably not recommend use of the vaccine because they don’t believe that
their daughters need it.
Conclusions My study raised disturbing questions about
whether parental positivity about the HPV vaccine will lead to action. If not,
any proposed vaccine programme would be irrelevant. It is clear from the study,
however, that several steps that could be taken to affect parental viewpoints
and thus ensure effective use of the vaccine.