The Challenge
In South Korea, Gardasil 9 held a unique position as the only 9-valent HPV vaccine, yet growth was stalled by strong cultural and economic barriers. First, there was a deep-rooted stigma. 79% of the population mistakenly believed it was a “female-only, sex-related vaccine.” As a result, large potential audiences including men and middle-aged women excluded themselves from consideration. Second, there was a significant cost barrier. At approximately $450 for the full three-dose course, the vaccine was a major expense. Convincing people to invest in a preventive solution with no immediate visible benefits was a substantial challenge. We needed to go beyond correcting misconceptions we had to create a new value proposition and a real sense of urgency.
The Solution
We reframed the conversation to make HPV prevention personally relevant to everyone. First, we tackled the misconception head-on by highlighting universal risks. By communicating facts such as HPV’s link to multiple cancers and the high likelihood of infection among adults, we shifted the perception from “someone else’s problem” to “a risk that affects me.” Second, we addressed price resistance by reframing the decision through the lens of loved ones. Instead of positioning vaccination as an individual choice, we positioned it as an act of protection for family. This emotional shift transformed the cost from a barrier into a meaningful investment. By combining education with emotional relevance, we expanded the target audience and strengthened motivation to act.