Catch Feelings, Not HPV. Get Vaccinated.

[Campaign Spotlight] The HPV vaccine is a simple but powerful tool in preventing HPV-related cancers — public health at its most effective.

Our integrated public health team proudly launched the NHS’s latest brand platform at Mighty Hoopla 2025 to drive HPV vaccination uptake across London. Mighty Hoopla is Europe’s largest LGBTQ+ music festival with the audience indexing highly for the key 18-35 age group.

As part of the launch, we delivered a fully integrated activation at London’s Mighty Hoopla, engaging over 60,000 festival-goers through a bold mix of Strategy, Creative, Events, PR, and Media.

The campaign was broadcast across multiple channels around the Mighty Hoopla event - from hyper local ad targeting on dating app Grindr and Snapchat (with a custom festival lenses) to on the ground adbikes and iVans stationed around Brixton, Herne Hill, and Brockwell Park for maximum festival visibility. On the ground, we worked with Brand Ambassador, the dazzling Sophia Stardust, who helped us bring the message to life.

HPV, or human papillomavirus, affects both men and women. In women, HPV can cause cervical cancer, but it can also lead to cancers of the anus, vulva, vagina, penis, and mouth/throat.

While most HPV infections are cleared by the body, high-risk types of the virus can cause abnormal cells to develop which can cause certain cancers. The risk of these cancers can all be significantly reduced through the HPV vaccination. The NHS recommends that individuals under 25 who may have missed their HPV vaccine at school or who are men who have sex with men (MSM) and are up to the age of 45, should contact their GP or local sexual health service to get their HPV vaccine.

“The phrase "Catch feelings, not HPV" exemplifies this approach - it's culturally relevant and straightforward. By activating across platforms like Grindr and Snapchat, and meeting people where they are — online and IRL — this campaign isn’t just designed to be seen. It’s designed to be felt. It’s public health, done differently. — Ryan Dunlop, Strategy Partner