Pharmaceutical titan, MSD has allied with the innovative creative agency, Narrow Door, to launch an inspiring video campaign that has the potential to redefine the role of younger men in Human Papillomavirus (HPV) prevention. The campaign lays stress on the stakes that are truly on the line for men in this demographic.
The campaign is ingeniously designed and features notable personalities such as MIRROR’s Keung To, a member of the local boy band, along with actresses Mandy Tam and Hazel Lam. The storyline is crafted to reframe the perception of young men’s personal relationships, portraying them as a string of crucial decisions that can have significant health implications, not only for their partners but for themselves as well.
The campaign series, launched on the 11th of June and continuing until the year-end, introduces an innovative open-ended video format. The inaugural episode portrays To in an encounter with two young women at a café. The intriguing part is that the viewer is given the agency to decide which woman To forms a relationship with. This choice determines the version of the next episode, which further branches out into two additional follow-up episodes.
With eleven distinct episodes, each presenting a unique plot and a humorous subplot, the series culminates into six different endings. Even though the two female protagonists embody contrasting personalities that result in divergent storylines, all episodes have one common conclusion. This being the urgent need for young men to behave cautiously and responsibly in their personal lives to shield not only their partners but also themselves from HPV and head and neck cancers (HNC). Interestingly, HNC records a much higher occurrence in males than in females.
Also Read: Campaign Case Study: #HPVSearchKiyaKya by MSD Pharmaceuticals Feat. Sara Ali Khan & Apoorva Arora
In a review by MARKETING-INTERACTIVE, it was observed that since its launch on 11th June, the YouTube video has racked up over 100,000 views. The innovative video format has sparked the interest of the netizens with many expressing their eagerness to see the progression of the unique plot after viewing the first episode.
Beyond the YouTube series, the campaign has diversified its creative assets. An educational leaflet on HPV or HNC will be made available at every clinic in Hong Kong. To’s visual will feature prominently on bus shelters, bus bodies, and MTR stations. Admiralty station will host a full array of station domination executions. Additionally, an interactive social media campaign and an HPV awareness website are part of the outreach strategy.
MSD’s innovative campaign marks a significant stride in raising awareness about HPV among young, socially active men, shedding light on the HPV-related diseases they are especially susceptible to, notably head and neck cancers (HNC). By highlighting these risks, the campaign inspires safer, more informed decisions in their personal lives.
This article is based on information from the Marketing-Interactive website.
