Case study for Kenes International, written by Chris Amsinger, Campaign and Communication Specialist at Kenes Group.
Concept
The International Papillomavirus Society (IPVS) is the leading global authority on human papillomavirus (HPV), bringing together scientists, clinicians, researchers, policymakers and patient advocates to prevent HPV-related diseases.
In 2024, IPVS partnered with the Edinburgh International Conference Centre (EICC), Public Health Scotland and Kenes Group to transform the 36th International Papillomavirus Conference (IPVC 2024) into a catalyst for lasting public health impact.
Building on the established One Less Worry campaign, the partners delivered a year-long legacy initiative focused on increasing public awareness of HPV, strengthening educational resources and supporting vaccination uptake in Scotland. Through targeted public engagement, educational programmes and strategic partnerships, the project generated measurable outcomes that continue to benefit Scottish communities.
The initiative has since become a valuable model for future conference legacy programmes, demonstrating how scientific congresses can create meaningful impact long after delegates have returned home.
The Challenge
HPV affects the vast majority of people at some point in their lives and can lead to several forms of cancer in both women and men. Despite being largely preventable through vaccination, screening and timely treatment, HPV-related diseases continue to claim approximately half a million lives every year.
As Chris Amsinger, Campaign and Communication Specialist at Kenes Group, notes: “It’s really difficult to solve a major health problem affecting almost everyone if nobody knows about it.”
For many years, IPVS has worked to bridge this awareness gap. In 2018, it launched the International HPV Awareness Campaign and established 4 March as International HPV Awareness Day. Since then, the campaign has grown into a global movement, helping to place HPV prevention firmly on the public health agenda.
Previous attempts to create large-scale legacy initiatives linked to conference destinations had faced challenges, including limited resources, competing priorities and coordination barriers. IPVC 2024 presented an opportunity to take a different approach.
Hosted in Edinburgh from 12-15 November 2024, the conference took place in a country where disparities in HPV vaccination uptake remain a public health concern, particularly among underserved communities. Supported by a $5,000 Best Cities Incredible Impact Seed Grant, the IPVS team and local partners developed a focused legacy strategy aimed at creating measurable, sustainable outcomes.
The Partnership Approach
Success was based on a collaborative model rooted in shared purpose and commitment.
Strategic Partners
IPVS 2024 Local Organising Committee
Local organisers brought extensive knowledge of Scotland’s healthcare landscape and helped identify priority areas where the initiative could make a meaningful difference.
Edinburgh International Conference Centre (EICC)
The EICC played an active role throughout the project, connecting partners with universities, media organisations and public health stakeholders while helping to embed the initiative within the local community.
Public Health Scotland
Public Health Scotland endorsed the programme and provided important alignment with national health priorities. Their involvement lent credibility to the initiative and supported discussions around broader implementation.
Educational Institutions
Edinburgh Napier University and other educational partners integrated HPV awareness activities into existing programmes, helping ensure that the project’s impact would continue beyond the conference year.
Kenes Group
Kenes Group coordinated stakeholders, managed project delivery and supported the development of communication materials and digital resources designed to maximise long-term impact.
The “One Less Worry” Campaign
Rather than creating a new initiative from scratch, the partners used IPVS’s existing One Less Worry campaign as the foundation for their work.
The objective extended beyond raising awareness. The project aimed to provide trusted information, improve access to educational resources, encourage vaccination uptake and embed HPV education within schools and universities.
By establishing clear objectives, achievable milestones and measurable outcomes, the partners created a framework capable of generating impact long after the conference concluded.
Kenes Group works closely with the local IPVS members and the EICC team, who are contributing their time alongside demanding professional responsibilities, helping them develop a plan they believe in and are committed to realising.
We set clear, achievable objectives that can be measured and manage timelines to ensure steady progress. Kenes develops tailored campaign materials for the Scottish public and builds the digital infrastructure needed to support long‑term impact, creating a strong foundation for the legacy to continue growing, powered by local engagement.
Legacy Activities Delivered
The initiative generated impact across public health communication, education, and community partnerships.
Public Awareness Infrastructure
A dedicated Scotland-specific section of AskAboutHPV.org was developed to provide accessible, reliable information tailored to local audiences. Visitors can learn about HPV, access trusted guidance and find information on local vaccination programmes.
To support continued engagement, QR codes linking directly to the platform were featured on campaign materials distributed at universities and public venues.
Education in Schools
IPVS experts delivered interactive HPV education sessions in schools serving communities with historically lower vaccination uptake.
These sessions not only increased awareness among students but also provided Public Health Scotland with valuable insights into the potential for wider educational rollout.
University Integration
At Edinburgh Napier University, a dedicated HPV module was incorporated into the immunology curriculum, ensuring future cohorts of medical science students receive structured HPV education as part of their training.
Student Awareness Programmes
Awareness activities were integrated into student wellbeing events, with a particular focus on international students who may not have access to HPV vaccination programmes in their home countries.
In addition, digital campaign assets were created for use across university communication channels, helping extend the initiative’s reach.
Impact and Results
The initiative produced measurable outcomes across education, awareness and community engagement.
Public Health Outcomes
- More than 1,300 students participated in interactive HPV education sessions.
- Schools involved in the pilot programme recorded an 18% increase in vaccination uptake.
- Public Health Scotland used insights from the project to explore broader educational applications.
- More than 500 university students were reached through campus engagement activities.
Lasting Educational Impact
- HPV education has been permanently integrated into the immunology curriculum at Edinburgh Napier University.
- Educational resources developed through the project remain available for ongoing use.
- Partnerships established during the initiative continue to support awareness and education efforts.
Awareness and Advocacy
- Global media activity generated an estimated 60 million impressions.
- Landmark buildings illuminated in purple during the conference helped drive national visibility.
- Approximately 1,900 delegates attended IPVC 2024, further amplifying awareness efforts through their own professional networks around the world.
Sustainable Infrastructure
The Scotland-focused AskAboutHPV.org platform remains active, providing trusted information and directing users to additional local resources and support services.
A Model for Future Congress Legacy
One of the most significant outcomes of the Edinburgh initiative has been the development of a practical framework that can be adapted for future conference destinations.
Lessons learned from Scotland informed legacy planning for IPVC 2025 in Bangkok and continue to shape preparations for IPVC 2026 in Athens. While each destination presents unique cultural and public health considerations, the core principles of partnership, community engagement and measurable impact remain consistent.
The initiative also strengthened confidence among stakeholders by demonstrating that congresses can contribute meaningfully to local communities while advancing scientific exchange.
Looking Ahead
IPVS and its partners continue to refine and develop their conference legacy approach.
Each destination provides new insights into which activities can be scaled globally and which require local adaptation. The experience gained in Scotland, Thailand and Greece continues to strengthen the programme and inform future initiatives.
For IPVS, the goal remains clear: to improve local conditions for the prevention of HPV-related disease wherever its conferences take place.
As Chris Amsinger reflects:
“The initiatives continue to bear fruit long after the conference. That’s real legacy activity. It’s like planting seeds and watching them grow. It’s not a one-season crop.”
Conclusion
The collaboration between IPVS, EICC, Public Health Scotland and Kenes Group demonstrates how a scientific congress can become a platform for meaningful and measurable societal impact.
By combining scientific expertise, local partnership and long-term commitment, IPVC 2024 succeeded in extending its influence far beyond the conference venue. The project not only increased awareness of HPV and encouraged preventive action, but also established educational resources and partnerships that continue to benefit communities today.
The result is a compelling example of what conference legacy can achieve when knowledge-sharing is paired with purposeful action.
With thanks from the IPVS 2024 Legacy Team!