Case Study: MSD Gardasil raises HPV awareness with Proi Worldwide and M2.0 Communications

MSD Gardasil drives Php 82.6 million in media value with Proi Worldwide

The customer, MSD Gardasil, faced the challenge of raising awareness for its HPV vaccine in the Philippines, where cervical cancer was prevalent but poorly understood. In a conservative society where the topic was taboo and a competitor had strong celebrity endorsements, MSD needed to educate the public and shape perceptions. The vendor, Proi Worldwide, through its agency M2.0 Communications, was tasked with this awareness campaign.

The vendor's solution centered on a phased campaign using compelling, fearlessly crafted headlines and meaningful storytelling to spark a national conversation. This included partnering with a credible role model and the Department of Health to boost credibility. The results were highly successful, generating Php 82.6 million in media value, which was four times the campaign's budget. More importantly, the campaign successfully brought the issue to light, with major media pickups and a significant increase in public discussion about HPV and vaccination.

MSD Gardasil