The most effective PR campaigns tend to be those that "go outside the box", but still reach audiences and positively change their habits. By developing such a bold, modern, and unusual public awareness campaign with self-persuasion and influencer marketing elements, we spoke about vaccination against human papillomavirus (HPV) – a serious and widespread health problem in Latvia. On assignment of the Centre for Disease Prevention and Control (CDPC) we encouraged people to use accessible to everyone superpower – to protect them from cancer. And it really worked. Important change happened: an increase in the statistics of vaccinated!

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