Gardasil® 9/ Merck: Not My Child

Gardasil 9/Merck, an HPV vaccine, launched a campaign in the US to increase awareness of the risks of HPV and focus on cancer prevention to destigmatise the topic.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Human papillomavirus (HPV) is the most common sexually transmitted virus in the US. Vaccination can help prevent against the cancers that can develop because of an HPV infection. The Not My Child campaign leverages parents' natural instinct to protect their child. Based on insights from an extensive research plan, NMC utilized unbranded video, surround sound digital and point of care materials to drive significant lifts across priority metrics.

Marketing Challenge

Despite the recommendation from the CDC that children get two doses of HPV...

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