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
The campaign features several male/female stereotypes in a pop and fashion-forward aesthetic. It revolves around three main messages:
'HPV is like the color pink. It's not just for girls.'
'HPV is like beauty products. It's not just for girls.'
'HPV is like shopping. It's not just a girls' thing.
'HPV is like the color pink. It's not just for girls.'
'HPV is like beauty products. It's not just for girls.'
'HPV is like shopping. It's not just a girls' thing.
Mediums
The campaign is deployed to healthcare professionals, both physically and digitally, with an adapted version for the general public. Digitally, the main platforms targeted are LinkedIn, Facebook, Instagram, and several specialized websites. The campaign also appears in mainstream media and specialized health publications. It extends into the waiting rooms of medical offices and on healthcare professionals’ service software.
Additionally, we are creating a dedicated website about HPV to inform the public about its risks and the ways to protect themselves.
Additionally, we are creating a dedicated website about HPV to inform the public about its risks and the ways to protect themselves.
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