Presentation description

Introduction:
Human papillomavirus (HPV) infects 4 in 5 sexually active individuals in the U.S. by age 45. Persistent infections can lead to several cancers, including cervical, head and neck, and anal cancers. The HPV vaccine is a safe and effective tool for cancer prevention, ideally administered between ages 9-12. Despite strong evidence, vaccination rates remain inconsistent due to knowledge gaps, stigma, and cultural or religious hesitancy. In Utah, HPV vaccination coverage among adolescents aged 13-17 is 50.0%, but drops to 32.8% in rural areas, highlighting a significant urban-rural disparity.

Purpose:
This study explores how parents understand and respond to HPV vaccine messaging, with the goal of identifying communication strategies that build vaccine confidence.

Method:
Four focus groups were conducted with 30 caregivers: 25 mothers, 4 fathers, and 1 aunt. Participants were recruited from both rural (N=9) and urban (N=21) areas of Utah. Each session used a semi-structured interview guide to explore participants' knowledge, beliefs, and emotional responses to HPV vaccine messages. Discussions were video recorded, transcribed verbatim, and analyzed using thematic analysis. Both inductive and deductive coding approaches were used to identify key themes across transcripts.

Findings/ Themes:
Many caregivers expressed concerns about vaccine safety and side effects, often viewing the HPV vaccine as "newer" compared to others like MMR or polio. Some believed it was unnecessary if their child intended to remain abstinent or have only one partner. Religious or cultural discomfort discussing sex also influenced hesitancy. Misinformation on social media and limited communication from healthcare providers contributed to stigma and confusion.

Conclusion & Next Steps:
HPV messaging should be clear, non-stigmatizing, and emphasize cancer prevention. Trusted messengers, such as doctors and community leaders play a critical role. Future work should compare cancer vs. STI-focused messaging and examine how conservative beliefs affect vaccine decisions.