Hong Kong’s “Catch-up Now” campaign is targeting approximately 70,600 females born between 2004 and 2008 to increase registration for the city’s free HPV vaccination program. The initiative aims to address a significant gap in immunization coverage, following data from the LegCo Panel on Health Services showing that less than 3% of eligible recipients had registered through Women’s Wellness Satellite clinics as of August last year.
Why is cultural storytelling being used to drive public health engagement?
The “Catch-up Now” campaign utilizes a cultural parallel between Cantonese opera and HPV vaccination to communicate the importance of preventative health. According to the campaign organizers, the concept compares the preservation of opera traditions to the preservation of personal futures through vaccination.
This approach addresses the “invisible” nature of HPV. While traditional drama often features obvious antagonists, the campaign highlights that HPV operates without visible symptoms, making it a hidden threat to young women. By linking health protection to the safeguarding of one’s future, the campaign attempts to bridge the gap between clinical necessity and personal identity.
As of August last year, the LegCo Panel on Health Services reported that less than 3% of the 70,600 eligible young females in Hong Kong had registered for the free HPV vaccination program.
How can influencer-led advocacy improve vaccination uptake?
The campaign leverages personal storytelling through Gen Z YouTuber Hiu Yan to reach the target demographic. As an ovarian cancer fighter, Hiu Yan participates in a campaign film alongside Professor Hextan Ngan, the HPV Prevention Alliance convener, and Professor Karen Chan, a medical advisor.
This shift toward lived experience aims to move the conversation from clinical instruction to personal empowerment. By using social platforms to reach both young women and their parents, the campaign addresses awareness gaps across multiple generations. This strategy appears to be yielding immediate results; since the launch a month ago, vaccination sites have been operating near capacity throughout June and July.
The role of strategic partnerships in healthcare access
The initiative is a collaborative effort between Omnicom Health Hong Kong, the HPV Prevention Alliance, and the Karen Leung Foundation. Sam Wong, Managing Director of Omnicom Health Hong Kong, stated that the challenge was helping individuals understand why vaccination matters and empowering them to act before the opportunity expires.
Katharina Reimer, CEO of the Karen Leung Foundation, noted that protecting young women from cervical cancer is central to their mission and emphasized that progress is only possible through collective community effort and donor support.
What are the consequences of missing the registration deadline?
Eligible young females must register by July 31 to access the one-off free HPV vaccination program. Failure to sign up by this date means losing access to the government-funded vaccination.
Because booking availability has remained extremely limited throughout the summer, health advocates are urging immediate registration. The program specifically targets the final phase
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