MSD: Protect its wings - Public Relations Education Campaign
Preview/Description: Communication strategy and public affairs efforts to prevent cervical cancer and HPV-related conditions.
Categories:Pharma & Healthcare
Expertise: Communication strategy, Media relations, Event production, Stakeholder management
An educational campaign essential for the future
In February 2017, MSD Romania, one of the leading pharmaceutical companies in the country and the manufacturer of the anti-HPV vaccine, decided to launch an educational campaign on the topic of cervical cancer and other HPV-related diseases. Although the need for education on the subject was immediate, the topic was extremely sensitive due to one of the biggest failures of a vaccination campaign in our country - the one implemented in 2008 by the Ministry of Health.
Research that confirmed the need for an educational campaign
To better understand the context, in September 2016 we collaborated with GFK and conducted a nationwide research on cervical cancer and HPV vaccination. The study showed that 86% of women in Romania had heard of cervical cancer, but more than half did not know that a sexually transmitted virus (HPV) was responsible for this type of cancer. In addition, 7 out of 10 women have never been tested for cancer or HPV, and 3 out of 4 women have never heard of the anti-HPV vaccine.
Communication strategy
In order to meet the huge need for information on cervical cancer, without risking controversy or rejection from the main opinion leaders on the subject, the campaign was structured in two stages:
- Phase 1:raising awareness about cervical cancer and its cause, HPV infection.
- Phase 2:Educating the public about HPV vaccination.
Communication tactics in the educational campaign
Launch of the campaign
To start a conversation about the alarming situation in our country, we launched the campaign “Protect his wings!”in partnership with the National Institute of Health and organized a public event that brought together decision-makers, health journalists, patients, medical specialists and NGOs.
PR Stunt for Awareness
Also, during World Immunization Week (April 2017), we conducted a PR stunt: a video-mapping projection on the National Military Circle, to draw attention to the importance of cervical cancer vaccination. We addressed this topic to policy makers — MPs and senators — as well as NGOs involved in sex education and vaccination policies, and created a Letter of CommitmentThis highlights the need for HPV vaccination.
Education at the national level
To inform women across the country about methods of preventing HPV-associated diseases, we organized a Roadshow “Protect His Wings”, in which we explained how to access the National Cervical Cancer Screening Program.
Tactics to encourage prevention
We also released the first digital test “HPV IQ”, aimed at women of all ages, and the most advanced anti-HPV vaccine — Gardasil 9, a public health product that protects against 90% of cases of cervical cancer.
Impact of the educational campaign
As a result of our efforts affari pubblicaIn June 2018, seven patients' rights NGOs sent an open letter to the Romanian Government and the Ministry of Health, asking for funds for HPV vaccination in Romania, and 16 parliamentarians from all parties addressed public appeals to the Ministry of Health, asking about the future of HPV vaccination.
The purpose of the campaign and the communication mix
Inspired by the fragility of women in the face of a “silent threat” that causes pain with no visible symptoms, the campaign aimed to empower women by helping them transform perceived weaknesses — tenderness, femininity and sensitivity — into powerful arguments for prevention and action.
The innovation element was the communication mix — a coherent combination of public communication tactics, digital tools and public affairs activities — that turned a classic public relations campaign into a memorable and high-impact one.
Prizes won:
- SABRE EMEA 2019,
- Best PA Campaign,
- Best in show;
- #2 in Global SABRE AWARDS;
- Romanian PR Awards,
- Best PA Campaign
