A vaccination to prevent Cervical Cancer seems like something that could easily sell itself. But that’s not really the case. The need to vaccinate early, ideally before a girl is sexually active, stirs the emotions of a parent. Add in varying moral standards and you have a complicated audience.

The fact though, that an innocent looking boy could be the culprit, to me should be the wake-up call to any mother harboring doubts. This campaign puts that fact out there in an arresting way. Unfortunately, its stopping power was never given the chance to do its job.