Campaign details

Brand: MSD Romania
Agency: Rogalski Damaschin Public Relations

Brief Description of The Assignment

Cervical cancer is, in Romania, both an unaddressed burden and a "taboo" subject: in 2017, 2 out of 3 women were not getting tested against cervical cancer and 3 out 4 had never heard of the anti-HPV vaccine, the primary prevention method against the disease. These dire numbers contributed to a critical context: the HPV virus kills one Romanian woman every 4 hours and is the leading cause of cancer deaths in all Romanian women.

Lack of proper communication campaigns as well as the biggest vaccination campaign failure caused this current context: in 2008, when Romania was a pioneer when it comes to anti-HPV vaccination (the virus that causes 99% of cervical cancers), refusal to vaccinate and mistrust from both parents and doctors caused the most catastrophic immunization campaign.