The USC MICEO campaign delivered audience-segmented HPV-related cancer information to youth and young adults, achieving over 8,162 social media views and 926 in-person interactions.
A community-driven, audience-segmented multimedia campaign successfully reached youth and young adults in Los Angeles County to raise awareness about HPV-related cancers.
Abstract Background: In Los Angeles County, HPV prevention remains challenging due to social media misinformation and limited audience-segmented materials. Most campaigns target parents of adolescents rather than youth and young adults, who face the highest risk for new infections. HPV communication has also focused primarily on women and cervical cancer, overlooking other HPV-related cancers that affect people of all genders. Using a community-driven audience segmentation approach, we developed multi-media HPV informational materials to raise awareness among youth and young adults across Los Angeles County. Methods: From 2024-2025, seven listening sessions and three focus groups with LA County youth and young adults identified preferred communication channels, messaging, and information gaps. From July 2024-November 2025, the USC MICEO campaign disseminated tailored materials through social media, community partners, and cancer wellness hubs. The USC Norris Cancer Center Office of Community Outreach and Engagement and other partners supported distribution. Community health worker trainings on HPV-related cancers and prevention strategies were also conducted. Results: Youth and young adults were reached through Instagram, YouTube, billboards, and community outreach. The campaign produced seven informational videos, eleven educational posts, and five billboard variations in Spanish, English, and Simplified Chinese. Two informational handouts on cervical cancer and HPV-related cancers supported outreach efforts. Thirty-six community health workers were trained and received two toolkits to guide dissemination. Messaging improved visibility of HPV, affected populations, HPV-related cancers, and recommended protective behaviors. Preliminary analytics show more than 8,162 social media views and over 926 in-person interactions during community outreach. Conclusion: MICEO delivered audience-segmented HPV-related cancer information through diverse communication channels to address persistent information gaps among youth and young adults. Ongoing pre- and post-surveys are assessing changes in knowledge, attitudes, behaviors, and beliefs to inform future HPV prevention campaigns aimed at reducing cancer burden in LA County communities. Citation Format: Samantha B. Verganza, Patricia Escobedo, Rosa Barahona, Letech Caldera-Huerta, Lourdes Baezconde-Garbanati. Expanding HPV-related cancer awareness through multichannel communication among youth and young adults living in Los Angeles abstract. In: Proceedings of the American Association for Cancer Research Annual Meeting 2026; Part 1 (Regular Abstracts); 2026 Apr 17-22; San Diego, CA. Philadelphia (PA): AACR; Cancer Res 2026;86(7 Suppl):Abstract nr 922.
Verganza et al. (Fri,) conducted a other in HPV-related cancers. USC MICEO campaign (multi-media HPV informational materials) was evaluated on Campaign reach and engagement. The USC MICEO campaign delivered audience-segmented HPV-related cancer information to youth and young adults, achieving over 8,162 social media views and 926 in-person interactions.