ROME, February 17, 2026 — A new public health campaign, “Blocca l’HPV con la vaccinazione” (Block HPV with Vaccination), is leveraging the power of sports to encourage HPV vaccination and raise awareness about the virus’s link to several cancers. The initiative, launched by Serie A Women and MSD Italia and approved by the Italian Ministry of Health, uses a compelling metaphor to promote prevention.
The campaign centers around the image of a soccer goalkeeper blocking a shot, equating this defensive action with the protective effect of the HPV vaccine. Just as stopping the ball prevents a goal, vaccination can “block” HPV, preventing the development of potentially life-threatening cancers in both men and women. This approach aims to make a complex health issue more relatable and understandable for the public.
“Sport is synonymous with wellbeing, and FIGC is committed to promoting good prevention practices every day,” said Gabriele Gravina, President of the Italian Football Federation (FIGC). “Thanks to the collaboration with MSD Italia, with whom we share the value of protecting health, we want to promote an ambitious awareness campaign that aims to encourage vaccination and therefore prevention against HPV, a virus that can cause potentially fatal cancers in both women and men. Through its sensitivity and great communication potential, football offers a tool to convey socially useful messages.”
Federica Cappelletti, President of Serie A Women, added, “I am proud that Serie A Women has chosen to support such an important public health issue. We understand that HPV-related cancers represent a significant challenge to the health of both women and men, and we are ready to do our part to spread these prevention messages as much as possible. Our goal is to protect everyone. It is essential to strengthen our defense by adhering to vaccination and screening programs offered by the National Health Service, just like goalkeepers who protect their goal every week by blocking shots. Only by working together as a team can we truly make a difference.”
Nicoletta Luppi, President and CEO of MSD Italia, emphasized the importance of the partnership. “Being part of a communication project together with those who represent one of the greatest passions of Italians is a source of great pride for us. Creating a vaccination campaign of this magnitude with Serie A Women is an important step in our commitment to preventing the Papillomavirus, which we consider an investment in the future of people and the country. Thanks to creative techniques and innovative communication channels, we can reach an ever-wider audience. We want to continue to be allies of the National Health Service and all those involved, with the aim of stopping HPV-related cancers, also through information and awareness initiatives. Working together with the Italian women’s football league, we have a great opportunity to win the game of prevention.”
The campaign features a video showcasing spectacular saves by goalkeepers, created using artificial intelligence and inspired by real-life actions of Serie A Women players. Each scene concludes with the message: “Blocca l’HPV con la vaccinazione,” encouraging viewers to consult their doctor, visit a vaccination center, or explore information at infohpv.it, a website authorized by the Ministry of Health.
The campaign will be visible across digital channels, including YouTube and social media platforms (Facebook and TikTok), and will be broadcast on Dazn during Serie A Women matches throughout the season. It will also be featured on LED boards at Italian stadiums hosting the Coppa Italia Women and on other television channels during the Women’s Coppa Italia.
Human Papillomavirus (HPV) is the most common sexually transmitted infection in both sexes. While the virus often resolves on its own, persistent infections can lead to precancerous lesions and potentially fatal cancers. According to estimates, HPV is responsible for 100% of cervical cancers, 88% of anal cancers, 78% of vaginal cancers, 25% of vulvar cancers, 53% of penile cancers, and 30% of oropharyngeal cancers in Europe. In Italy, approximately 8,800 cancers each year are attributed to chronic infections with oncogenic HPV strains.
Prevention strategies include vaccination, available for both men and women to protect against cervical, vulvar, vaginal, and anal cancers and genital warts, and cervical cancer screening for women. These measures are crucial in addressing this significant public health concern.
