Ignorance Is Not Bliss
New Bar-Ilan University research shows that multi-channel communication from formal, trusted sources plays a key role in shaping young adults’ attitudes toward HPV vaccination
For many young adults, health decisions feel personal, independent, and informed. But when it comes to the HPV vaccine, new research suggests that a large number of young Israelis are navigating those decisions with limited or misleading information.
A new study conducted by Prof. Michel Edelstein's team, with Sophie Lazar as the lead analyst, and in collaboration with Prof. Jacob Bornstein, an HPV expert at the Galilee Medical Center takes a closer look at a simple but powerful question: where do young adults actually get their information about the HPV vaccine, and how does that shape what they know, feel, and intend to do?
A preventable cancer, a persistent gap
Human papillomavirus (HPV) is the leading cause of cervical cancer worldwide. In Israel, the HPV vaccine is included in the national immunization program, but many young adults missed the opportunity to get vaccinated when they were younger, and as a result, vaccination rates in this age group remain lower than expected.
Many Public health campaigns focus on increasing access or correcting misinformation while this study asks a different question: not just what information exists, but how it reaches people, and whether some sources are more effective than others.
Who was studied, and what was asked
The researchers surveyed 1,972 unvaccinated Israeli young adults between the ages of 18 and 26, collecting data between December 2023 and February 2024.
Participants were asked about their knowledge of HPV and the HPV vaccine, their attitudes toward vaccination, and their intentions to get vaccinated. They were also asked where they had encountered information about the vaccine, choosing from options such as healthcare professionals, family and friends, official websites or social media, among others.
The researchers then examined how different sources and combinations of sources were associated with knowledge, attitudes, and intentions.
A striking lack of awareness
One of the most striking findings emerged immediately: 39% of participants reported that they had not heard of the HPV vaccine at all.
Among those who were aware of the vaccine, the most commonly reported sources of information were doctors and nurses, then Informal online and media sources were the least commonly cited.
Why the source matters
The study found clear and consistent patterns.
Participants who reported exposure to multiple sources of information scored significantly higher on HPV knowledge, held more positive attitudes toward vaccination, and reported stronger intentions to get vaccinated than those who reported no exposure at all.
In contrast, participants who had no prior awareness of the HPV vaccine showed substantially lower scores across all three measures: knowledge, attitudes, and intentions.
When comparing different types of sources, formal interpersonal communication stood out. Participants who relied on healthcare professionals as a source of information tended to have more positive attitudes than those who relied primarily on online or media sources:In fact, using online or media sources without the involvement of formal interpersonal communication, was associated with lower attitude scores toward vaccination.
Not all information s born equal
The study highlights the cumulative effect of information: participants who encountered HPV vaccine information through more than one channel consistently demonstrated better outcomes across knowledge, attitudes, and intentions.
Implications for public health communication
Rather than pointing to a single solution, the research underscores the importance of multi-platform communication strategies that combine digital reach with trusted interpersonal engagement.
While formal interpersonal sources remain the most effective in fostering positive attitudes, the study notes that further research is needed to understand how these attitudes can be translated into actual vaccine uptake.
From research to real life
At its core, this study is about accessing the right information in a crowded and often confusing information landscape, and how young adults make sense of health information in an age of constant exposure.
By examining not only what people know, but how they come to know it, the research offers valuable insights for public health policymakers, healthcare providers, and educators seeking to close the gap between vaccine availability and vaccine uptake.
And it reinforces a simple but powerful idea: when it comes to health decisions, ignorance is not bliss, and information only works when it reaches people in the right way.