International Papillomavirus Society Amplifying the campaign website for HPV Awareness Day
We created an engaging, multilingual campaign website from interactive tools to boost user engagement to fully integrated translations
In 2021, Optima was selected following a tender to develop the HPV Awareness website, an essential platform for educating the public about human papillomavirus (HPV) and its connection to several forms of cancer.
The project was part of an international campaign designed to drive awareness, encourage testing, and promote vaccination. The campaign centers around HPV Awareness Day, observed annually on March 4th.
While another agency provided the creative direction around the campaign visuals, Optima was tasked with executing some of the complex elements of the website, including the poster and social builders, ensuring seamless functionality and engagement. This new campaign website grew from a previous site we had created, the HPV Hub, a gated resource for professionals and policymakers working in HPV-related fields. The challenge was to retain the HPV Hub’s private nature while ensuring that campaign materials and resources were publicly accessible and easily shared.
One of the main challenges was to create a visually engaging and confident site that could cater to diverse audiences worldwide. The site needed to balance informative content with clear calls to action, driving visitors toward testing, screening, and vaccination. Additionally, multilingual support was critical to reach a global audience, particularly in countries where HPV awareness is less widespread.
Optima worked to build a campaign site that was fully engaging and aligned with the design style of the International Papillomavirus Society (IPVS), the main body supporting the campaign. While we did not create the main IPVS website, we ensured that the HPV Awareness site maintained visual consistency and tone.
To enhance user engagement, we integrated features such as poster and social builders, allowing users to create and share campaign materials. These interactive elements helped amplify the campaign's reach through user-generated content.
During the first year, we monitored site traffic and used the data to inform language translations. Using Weglot, the site was fully translated into French, Spanish, Hindi, Malay, and Brazilian Portuguese, ensuring accessibility across key regions.
549% increase in traffic
529% increase in page views
2,340 resources downloaded
The HPV Awareness website has played a crucial role in raising awareness about HPV and its potential risks, with user engagement rising significantly in 2022. The interactive elements and multilingual accessibility have helped spread the message globally, with the campaign successfully reaching more people than ever before. The site has been lauded for its clear, confident messaging and the ease with which users can access resources and learn more about HPV testing and vaccination.
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