Work / MSD
What if HPV swipes right on you?
The brief
Young urban women in India knew little about HPV, and it rarely came up even among close friends. MSD wanted them to look it up and speak to a doctor, without the clinical tone pharma communication usually carries.
The insight
The conversations that matter happen between friends: in the restroom at a party, over coffee, between sisters. Dating apps had already given this audience a shared language for risk and choice.
The idea
Talk about HPV in the language of dating, as something that can match with you whether you swiped or not, and give every touchpoint one simple action: #HPVSearchKiyaKya.
The work
6 pieces from the campaign
Results
What it moved
—ReachFigure to be added
—Search liftFigure to be added
—Engagement rateFigure to be added
A topic people avoided became one they searched.