GARD Against

Vaccine launch for HPV/cervical cancer

Some drugs are so desperately needed that when they're introduced it's like a shot heard around the world. Such was the case with Merck's HPV/cervical cancer vaccine, GARDASIL. But how does one craft dual  marketing campaign that communicates the product's promise in a way that doctors everywhere can relate to? And parents and young women (the launch indication) can feel empowered to trust.

In this global effort, we took care to strike and appropriate emotional note that transcended culture and succeeded in addressing the need to vaccinate young girls to prevent them from cancer-causing sexually transmitted diseases.

We executed an upbeat, visually dynamic campaign, relying on crisp slogan copy, a striking color palette and illustrative style to communicate the brand, the tone and the data.