Monday, August 4, 2025

“#OwnIt”: New Awareness Campaign on HPV Prevention for Boys and Young Men Launches in Baden-Württemberg

DAK-Gesundheit and the Cancer Association of Baden-Württemberg are continuing their partnership in cancer prevention and launching a new campaign called “#OwnIt”, focused on raising awareness of Human Papillomavirus (HPV) among boys and young men.

The initiative uses platforms like TikTok and Twitch to reach teens on their level – with short, identity-building videos and an interactive talk format. The campaign is developed by MESH Collective (WeAre Era), who already successfully ran “Baden-Württemberg vs. HPV” from 2021 to 2023.

Every year, around 10,500 people in Germany are diagnosed with HPV-related cancers – many of which could be prevented through vaccination. However, the vaccination rate for 15-year-old boys in Baden-Württemberg is only 23.4%, compared to 42.4% for girls.

“Previous campaigns were almost exclusively aimed at girls. But HPV affects everyone,” says Siegfried Euerle, state head of DAK-Gesundheit. The campaign aims to close this gap and specifically involve boys. DAK-Gesundheit is also covering vaccination costs for young adults up to age 26.

The campaign focuses on engaging, not preaching – with authentic content, prominent role models, and participatory formats that invite teens to be part of the conversation. The goal: young people should feel seen and taken seriously.

Marion von Wartenberg, Deputy Chair of the Cancer Association, emphasizes: “Prevention isn’t a gender issue – it’s a matter of responsibility.”

The medical message is clear: “If we reach boys early, we save lives later – in concrete, measurable ways,” says Prof. Dr. Jan Steffen Jürgensen, Chairman of Klinikum Stuttgart. The HPV vaccine is considered one of the most effective preventive measures against certain types of cancer – and must include all genders.