MSD - Cervical Cancer Prevention
Brazilian legislation prohibits pharmaceutical companies from directly promoting vaccines.
How could MSD raise awareness about its HPV vaccine within such a highly restricted environment?
Approach:
99% of cervical cancer cases are caused by the HPV virus, a powerful and underknown fact. Instead of launching a traditional campaign, we sparked a movement to educate women about the cancer they can protect themselves against through vaccination.
All led by a simple truth: cervical cancer has nothing to do with you, until it does.