Gilead
Pink Pause
MSD Vaccins
Not just for girls
MSD is fighting against misconceptions about the human papillomavirus (HPV) with a campaign targeted at healthcare professionals.
Context
On the occasion of the launch of the new mixed vaccination recommendation against the human papillomavirus (HPV) in December 2020, MSD aims to raise awareness among healthcare professionals and the general public about the risks posed by HPV in both women and men. Each year in France, more than 6,000 new cancer cases are caused by HPV, and nearly one-third of these affect men.
Problem statement
Today, misconceptions and persistent myths about HPV-related infections are widespread, and this significant lack of information allows the virus to continue spreading. So, how can we inform healthcare professionals about the risks posed by HPV for both sexes and encourage them to communicate these risks to their patients, both men and women?
Our Idea
The campaign 'HPV is not just for girls.' A campaign that challenges traditional gender stereotypes, which are increasingly fading, to show that HPV affects both women and men.
The campaign
Creations
A campaign that playfully showcases gender stereotypes—like the use of pink, beauty products, and shopping—brought to life through a series of vibrant animations and visuals. With a bold, pop-inspired aesthetic, the campaign offers a fresh and modern twist on these clichés, challenging perceptions while engaging the audience with its lively and colorful approach.
Mediums
The campaign is strategically deployed across multiple platforms, targeting both healthcare professionals and the general public. For professionals, it appears in specialized medical journals, waiting rooms of clinics, and service software. Simultaneously, a tailored version reaches the public through digital channels, including LinkedIn, Facebook, Instagram, as well as specialized websites, general press, and health-focused publications. Additionally, we have launched a dedicated website on the papillomavirus, offering vital information about its risks and preventive measures, ensuring widespread awareness and engagement.
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