MSD unveils HPV awareness campaign for a healthier future in Taiwan

Biopharmaceutical company Merck Sharp & Dohme (MSD) has partnered with IPG Mediabrands Taiwan to launch a HPV awareness campaign, “Together We Prevent HPV” (男女1+1 防禦 HPV).

Available from 9 June, the campaign aims to dispel common misconceptions surrounding HPV and encourage widespread disease awareness.

A key challenge the campaign addresses is the persistent misunderstanding of HPV including the common belief that HPV prevention is solely for women, and HPV is often wrongly associated with promiscuity.

The campaign is also built around the findings from IPG Mediabrands’ latest research, which revealed a compelling insight: many women want their partners to get vaccinated but are hesitant to initiate the conversation due to social stigmas. The research also highlighted that a significant portion of women view HPV disease awareness in men as a sign of responsibility - a desirable "加分" (plus point).

This insight fueled the development of the campaign's core message, "一起加分 男女1+1 防禦HPV", which directly addresses societal stereotypes and encourages men to take proactive steps in HPV defence.

To further broaden the campaign's reach, MSD capitalised on the government's expansion of the subsidised HPV vaccine program to include boys by developing a parent-and-child-focused version, "一起加分 親子1+1 防禦HPV," which is part of a series of social videos.

"At MSD, we are constantly seeking innovative ways to address public health challenges. The 'Together We Prevent HPV' campaign, developed in collaboration with IPG Mediabrands, represents a fresh and engaging approach to HPV awareness. We are proud to support this initiative, which leverages powerful consumer insights to promote informed decision-making and encourage disease awareness." said Yammie Yuen, business unit director, vaccines at MSD in Taiwan.

“This campaign is a powerful example of IPG Mediabrands' ability to deliver comprehensive, integrated marketing solutions,” said Penny Chow, COO of IPG Mediabrands Greater China. “From uncovering crucial consumer insights to developing a strategic communication, data-informed creative idea and media connection strategy, we are proud to partner with MSD to address this important public health issue."

MARKETING-INTERACTIVE has reached out to IPG Mediabrands for more information.

Don't miss: MSD debunks myths surrounding HPV in latest campaign

Beyond Taiwan, MSD also strives to raise awareness of HPV in the North Asia region. While in Hong Kong, MSD also partnered with IPG Mediabrands to launch a campaign focusing on questions and myths that people often hesitate to ask about HPV. 

The campaign, themed “The big ask”, was designed to highlight the questions many people are too embarrassed to ask, thereby helping to remove the inhibitions surrounding sex and HPV. Some of the questions include: If someone has already had sexual experience, is it too late to prevent HPV-related diseases? Do people feel the need to prevent HPV only if they are going to cheat on their partners? How can people identify a young man with HPV? 

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