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The session opened with remarks by Marius Geantă, MD, PhD, President of the Centre for Innovation in Medicine, Coordinator of 4P-CAN, and WP lead for the ReThink HPVaccination project. MD Geantă outlined the evolution of public atitudes toward HPV vaccination in Romania, highlighting significant progress since the first vaccination campaign in 2008. Interest in HPV vaccination, particularly in Romania, is at an all-time high, fueled by initiatives such as ReThink HPVaccination, which emphasizes a need for a personalized communication approach to overcome vaccine hesitancy.