Merck Sharp & Dohme: Love, Sex, and Mysteries

The Agency and MSD, a pharmaceutical company, launched campaigns in Taiwan to increase awareness of HPV-related diseases among young adults and increase engagement.

Assignment Background

The Agency and MSD ran two campaigns in 2019 and 2020 to increase awareness of HPV-related diseases among young adults. Now, in the campaign's third year, the Agency was assigned to move from awareness to engagement, ensuring that young adults aged 19-27 - an audience who traditionally pay less attention to information about sexually-transmitted diseases such as HPV - became interested and incentivised to discuss the issue, visit the website, learn more, and get checked for HPV or vaccinated with MSD GARDASIL9.

Insight and Strategy

In Taiwanese culture, sex can often seem...

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