Making a "Sticky" HPV Campaign

So, I'm really glad that we're able to talk about Malcolm Gladwell's book, The Tipping Point, because I read his first book Blink and loved it and when his next book came out, I thought, "Hey, I'll give this book a shot too." Being someone who has always had more of a biology background, I feel as though he takes subject matter that is usually a little difficult for me to understand and describes it in such a way with examples that makes it easier to understand. One of the key points that he refers to in The Tipping Point is the importance of the "stickiness factor" in the process of creating a social epidemic. You can create a message and spread it through the social network, but if it isn't a message that sticks with your focus group, then it was a failure. I think this really exemplifies the necessity of tailoring messages to your focus group. I believe that in his book he gives the example of the creation of Sesame Street. When it was first developed, the puppets we all know and love, Big Bird, Oscar the Grouch, Elmo and Cookie Monster (to name a few) did not interact with the humans, so the show had two separate world, basically and what they found was that kids were not retaining the knowledge. After some research they found that kids were paying more attention to the puppets, so they combined the two sections and basically tailored the show to the mindset of a child watching the TV rather than the adult and voila, it proved to be the beginning of an educational masterpiece. So, how does this related to our HPV campaign? The way I see it is that we are constantly bombarded with so many advertisements as it is. We became well aware of this while tracking health communication over a 24-hour period, so the key thing is to not only get our campaign out there, but to make it "sticky". Something that will attract the eye of our target audience (males 19-26) and something that will get them talking about our campaign and hopefully pass it along to their friends, but most importantly, something that's sticky enough to get them to go to Planned Parenthood and get their Gardasil shots.