The importance of effective communication and the need for a crisis communication plan – Ireland experience

The Irish HPV vaccination programme, launched in 2010 for 12–13-year-old girls through schools, initially achieved over 80% uptake but faced a severe confidence crisis in 2015–2017 due to misinformation from parent groups and media coverage. Stakeholder engagement was central to recovery, involving parents, cancer advocacy groups, educators, and healthcare professionals to establish consistent, factual messaging. Key actions included early information leaflets, updated WHO-accredited HPV.ie resources, teacher fact sheets, and GP training modules. A coordinated social media presence and partnerships, notably with advocate Laura Brennan, countered misinformation and rebuilt trust. These efforts restored uptake, expanded the programme to boys in 2019, and supported the Laura Brennan HPV Catch-up Programme. Lessons emphasize proactive relationship building, consistent communication, social listening, and preparedness for crisis response.

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