Peer-reviewed article

What do parents of school-aged children want to know about HPV vaccination in Canada? Results of an online survey on Facebook.

Dipankui MT, Giguère B, O'Doherty KC, Pucci A · 31 Mar 2026

Abstract

Background To identify the source of information, preferred promotional formats, and the type of information parents of school-aged children eligible for human papillomavirus (HPV) vaccination would consider in their decision-making process. Methods A bilingual (English and French) pre-campaign survey employing Facebook advertisements was used to recruit parents of school-aged children aged between 9 and 15 years across Canada to participate in the study. The survey consisted of 20 closed-ended and two open-ended questions. Recruitment on Facebook occurred between March 2021 and February 2022. Participants meeting specific requirements were eligible to participate in the study. Results A total of 764 parents participated in the study, and 554 met the eligibility criteria. Representation was obtained from nine provinces and two territories. The majority of respondents (24.9%; n=138) indicated that they turned to sources other than social media platforms when it came to making decisions about HPV vaccination. Among other sources, respondents first considered the recommendations made by their healthcare providers (17.5%; n=38). Respondents also reported infographics as the format most likely to influence their decision-making (20.8%; n=115), over other types of resources. Finally, potential side-effects associated with HPV vaccines versus HPV infection outcomes were among the main topics of information the respondents looked at in their decision-making process. Conclusion Infographics can be an important social marketing component for educating parents about the vaccination of school-aged children against HPV. These visual representations should focus on HPV vaccine safety, to respond to the information needs of parents. This intervention should be combined with healthcare provider recommendations.