INDICAID highlights the importance of HPV self-testing in latest campaign

Rapid point-of-care testing brand INDICAID and local creative agency The Secret Tour have joined forces to educate the public on the importance of HPV self-testing with the latest brand campaign.

It comes as INDICAID is transitioning from purely producing RAT products to encouraging self-testing in the post pandemic era. Recognising the demands of an ageing population and an overburdened healthcare system, the brand has launched a new HPV screening test that uses urine.

As part of the campaign, a theme song titled “Yes WEE Can”, featuring a toilet background and local actress Louisa Mak (pictured), is created to resonate with everyone, reminding them that while users need not schedule a clinic visit or undergo invasive testing procedures, HPV screening tests can now be done effortlessly and comfortably with just a urine sample.

The song has leveraged a fun and relaxing approach to inform consumers of the importance of HPV self-testing and it is not embarrassing to conduct self-testing at all. Available until January 2024, the two-month campaign primarily targets all women and health-conscious men.

In a conversation with MARKETING-INTERACTIVE, Stephen Chung, director, The Secret Tour, said instead of opting for a well-known celebrity, Mak was chosen to be the campaign's spokesperson as she is a symbol of women's empowerment, representing a generation of educated and influential women.

Chung said the campaign's promotion spans both online and offline channels. "The campaign will have a significant presence across various outdoor platforms, including trams, MTR video screens, and commercial building videos. It will also be promoted through PR exposure, online platforms,  and engagement with key opinion leaders (KOLs)," Chung added.

Jenny Chiu, general manager of INDICAID, said: “INDICAID is deeply committed to integrating scientific innovation and human care to shape a future with improved health outcomes. We believe that self-tests that can deliver fast and accurate outcomes are going to empower individuals to take charge of their own health."

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While some citizens still perceive HPV screening or self-testing as embarrassing, healthcare brands normally take a fun and apprehensible approach to promote its importance in campaigns. Back in June, biopharmaceutical company MSD partnered with creative agency Narrow Door to launch an innovative video campaign, to define a much more proactive role for younger men in HPV prevention by emphasising what was truly at stake for them.

Featuring local boy band MIRROR’s Keung To, as well as actresses Mandy Tam and Hazel Lam, the campaign re-articulated young men’s personal relationships as a series of pivotal decisions that could have major health implications not only for their partners but for themselves.

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