Table 6.

Summary of Findings for Promotion

MOTHERS
Informational Channels [A] Radio Informational forum/event Doctor’s office Community organizations/church Social media (Twitter, Facebook) Internet web sites Text messaging YouTube/video Television Flyer School “…any type of youth event, youth rally, youth conventions.” [C] “…with the age that you’re looking at, I mean most of them talk, text, tweet, Facebook.” [I] Effective Spokespersons [A] Doctor Famous celebrity Someone who had HPV/cancer/vaccine Radio/TV host Community organization (e.g., Boys & Girls Club, Girl Scouts) “…maybe somebody like a lot of people would look up to, a lot of kids look up to the radio station host.” [I] “Realistic stories. Realistic stories. Real things that happen to real people.” [R]	Message Design Recommendations [A] General information about vaccine Message from trusted source Recommend together with other preteen vaccines Information about safety/side effects Statistics on cancer and mortality Clarify recommended ages Include information for boys and girls Directed to both parents and teens Information about how HPV is contracted Where/how to find more information Keep it simple Catchy slogan/tune “…boys need to know about it too. I mean especially if they are doing these things, they are having sexual contact with people, and boys start a little bit quicker than girls sometimes.” [U] “…it would just have to be that over time I would just have to hear how many people did it actually prevent from catching cervical cancer. Tell me, show me the outcome of it.” [R]
DAUGHTERS
Informational Channels [A] Social media Flyers Internet web sites School Text messaging YouTube/video Smartphone App Church “…because a lot of us have iPods, iPhones, phones period. So they know that’s just in their pocket if they need information or have questions.” [R] “…the way I find out things is always, always through school and Tumblr, which is a social networking site.” [C]	Effective Spokespersons [A] Famous celebrity Public health authority (e.g., health dept., CDC) Doctor Someone who had HPV/cancer Other teenagers “…if they see somebody else that is their age and they are talking about it and they have gotten it, then it will probably be more effective.” [R] Message Design Recommendations [A] Colorful with bold letters and pictures Information about safety/side effects Information made by/directed to teenagers Information about how common HPV is

Note: Subthemes in bulleted lists are listed in order of frequency, from more frequent to less frequent.

Key: Letters in brackets indicate to which market segment each theme/subtheme applies, as follows: A= All segments, C= Completed, I= Incomplete, U= Undecided, R= Rejected.