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By Jessica Davies, MPH, Health Director of the Nebraska Panhandle Public Health District

In the Panhandle region of Nebraska, which is a rural and frontier area of western Nebraska, a robust initiative is underway to promote HPV vaccination through the "Why Age 9" campaign. This campaign is not only addressing critical public health priorities but also showcasing the power of strategic partnerships, tailored communication, and community engagement to improve health outcomes.

The Role of the Panhandle Immunization Coalition

The "Why Age 9" campaign emerged from the efforts of the Panhandle Immunization Coalition, a collaborative network of area vaccine providers who meet monthly. Recognizing the region’s low HPV vaccine uptake and the critical need for early messaging, the coalition identified this initiative as a top priority. By aligning messaging with the American Cancer Society and the ACS National HPV Vaccination Roundtable, the coalition aims to normalize HPV vaccination starting at age 9, promoting it as a standard part of adolescent preventive care.

Building Champions for the Cause

Engaging health care providers as champions is a cornerstone of the campaign. Area health care and vaccine providers are playing pivotal roles in shaping the messaging. Letters have been distributed to area providers, urging them to advocate for HPV vaccination with patients and parents, and to display bilingual posters in clinics and exam rooms. Communications targeting dentists are also in progress, reinforcing the campaign’s comprehensive approach to engaging all sectors of health care. Additionally, a locally well-known cancer doctor conducted three radio interviews, sharing the campaign's message and further amplifying its reach.

Engaging Youth Voices

Youth input is critical for crafting effective messaging. A focus group was conducted to understand perspectives on vaccination information and advertising. Despite challenges in recruitment—particularly among minority youth—valuable insights were gathered from a session at a local college. Feedback emphasized transparency about side effects, the role of social media, and preferences for visually engaging content. These insights guided the design of campaign materials.

Since this campaign has kicked off, the Youth Advisory Committee—comprising area youth from across the Panhandle region—has been engaged to provide ongoing feedback on public health initiatives. This committee has reviewed additional adolescent vaccination campaign materials, offering fresh perspectives to refine messaging targeted at their peers. Their involvement ensures that materials resonate with youth audiences, fostering trust and increasing the effectiveness of outreach efforts.

Multimodal Dissemination of Messaging

The campaign leverages diverse communication channels to reach its audience. Posters have been distributed across clinics and billboards have been placed in seven strategic Panhandle locations. Radio ads were developed for dissemination across 16 stations, while social media content aligns with campaign goals to maximize reach. The messaging has also been incorporated into Panhandle Prep, a publication that connects with young athletes and their families, spotlighting vaccinations such as Tdap, influenza, meningitis, COVID, and HPV. To ensure inclusivity, campaign materials are being produced in English and Spanish.

Events and Community Engagement

The campaign has established a strong presence at community events, including the Latina Red Dress Event, Panhandle PRIDE celebrations, and the Cattlemen’s Ball. Tailored messaging at these venues addresses the specific interests of attendees, such as cancer prevention at the Cattlemen’s Ball and health equity at PRIDE events.

A Commitment to Health Equity

Team members are actively participating in the Tri-Networks Cancer Prevention Community of Practice, focusing on health equity and HPV vaccination strategies at the policy, system, and environmental levels. Through workshops and technical assistance, the team is enhancing its ability to address disparities and expand access to preventive care.

This multifaceted approach highlights how strategic partnerships, community input, and targeted outreach can drive meaningful change. The "Why Age 9" campaign is a testament to the power of collaboration in advancing public health and achieving health equity.

For more information about the campaign or to access materials, contact the Panhandle Public Health District.

Jessica Davies, MPH, was recently named the Health Director of Panhandle Public Health District, following her role as Assistant Health Director. She brings over 21 years of dedicated service to the rural Nebraska Panhandle. Davies holds a master's in public health from the University of Nebraska Medical Center, College of Public Health. She has led initiatives to improve community health, foster organizational wellness, advance equity, and expand vaccine access throughout her career. She is skilled in implementing evidence-based strategies to prevent chronic disease and enhance quality of life in rural areas. Additionally, Davies excels in communications, with expertise in developing strategies tailored to the unique needs of rural communities.