Another marketing genius

Watching the football game tonight I saw several commercials for a Human Papilloma Virus vaccine study that's being conducted right now.  The ads go through all the statistics (affects approximately 1 in 2 women, causes cervical cancer, etc...) and so forth.

The bizarre part was the catch phrase they're using in their effort to find study subjects - "pass it on".  After every fact they read off about HPV, a woman's voice says "pass it on".  The website for the study is even http://www.passitonstudy.com/.

Now maybe I'm just confused about the concept of the vaccine, but aren't they actually trying to prevent it from being passed on?