The human papillomavirus is associated with a range of cancers. A vaccine introduced in 2006 has dramatically decreased the incidence of these cancers, but Americans still experience over 47,000 new cases of HPV-related cancers each year. The situation is worse in rural areas, where vaccination rates lag the national average, making HPV a significant health disparity issue. This article lays out an evidence-based HPV vaccine-promotion strategy that will serve as part of a campaign to improve health equity in rural northern New England in a process that is repeatable and sustainable. The campaign includes the following elements: partnerships with state departments of health and trusted community opinion leaders, evidence-based storytelling, local social media, traditional media, and school-based pop-up vaccination clinics. Borrowing from marketing and social marketing frameworks and guided by public health perspectives, we begin with psychographic and geodemographic information about our target audience, followed by a discussion about relevant models, frameworks, and research related to persuasive storytelling. We conclude with the outline of a guidebook to foster the creation of persuasive stories as part of a sustainable, replicable HPV vaccination campaign.

中文翻译：

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利用当地意见领袖提高新英格兰北部农村地区 HPV 疫苗接种率

人乳头瘤病毒与一系列癌症有关。2006 年推出的疫苗显着降低了这些癌症的发病率，但美国人每年仍会出现超过 47,000 例 HPV 相关癌症新病例。农村地区的情况更糟，疫苗接种率落后于全国平均水平，使得 HPV 成为一个重大的健康差距问题。本文提出了一种基于证据的 HPV 疫苗推广策略，该策略将作为改善新英格兰北部农村地区健康公平运动的一部分，其过程可重复且可持续。该活动包括以下内容：与州卫生部门和值得信赖的社区意见领袖的合作、基于证据的故事讲述、当地社交媒体、传统媒体和基于学校的临时疫苗接种诊所。借鉴营销和社会营销框架，并以公共卫生观点为指导，我们从目标受众的心理和地理人口统计信息开始，然后讨论与说服性故事讲述相关的相关模型、框架和研究。最后，我们概述了一本指南的大纲，以促进创建有说服力的故事，作为可持续、可复制的 HPV 疫苗接种运动的一部分。