In Brazil, vaccination coverage has declined in recent years. Although Brazil is influenced by social networking, and analysis of social media generated content has emerged as an important area of research, this is the first study to investigate how the HPV vaccine is portrayed on the Ministry of Health’s Facebook page, as well as to interpret the user-generated content. Between January and July 2018, we assessed the Ministry of Health’s posts as well as the public’s comments, shares, and reactions to the HPV vaccine campaign on the specific Facebook page.

The data was evaluated in three stages: (i) an overview of published posts; (ii) analysis of posted comments; and (iii) analysis of posted comments by sub-group. This study provides significant contributions to the field of using social media as a tool for public health communication.