Abstract
The human papillomavirus (HPV) vaccine has been shown to be an effective cancer-prevention vaccine against oncogenic types of the HPV virus implicated in cervical, anogenital, and oropharyngeal cancers. Since Covid-19, there are global suboptimal uptake rates for the HPV vaccine. In high-income countries, there are persistently lower uptake rates among boys/men and vulnerable groups despite many countries now offering the HPV vaccine to both girls and boys in gender-neutral vaccine campaigns. It is important to understand the nuances with vaccine hesitancy and qualitative research approaches can be valuable to understand rich, contextual understandings in public health communication among hard-to-reach groups. This commentary draws insights from previous literature and our own research including two studies submitted to this Special Edition on Vaccine Communication. We consider the cultural context, gender and specific hard-to-reach groups in Scotland including those with an intellectual disability, sexual minorities, and ethnically diverse groups to draw some insights. Such groups may experience taboos and stigma in various guises. It is important that public health communication in given contexts is gender-inclusive and can incorporate messages that reach vulnerable groups. Cancer prevention communication delivered by trusted healthcare providers and community leaders are important strategies to deliver trusted messages.