MSD Vietnam Launches Tết-Focused HPV Campaign With Dentsu Creative
MSD Vietnam's first Tết-focused HPV prevention campaign reframes vaccination as a cultural ritual. Dentsu Creative's phased approach reached 50,000+ through AI exhibitions and targeted content.
Merck Sharp & Dohme (MSD) Vietnam has launched "Take Charge, Not Take Chance," the pharmaceutical industry's first Tết-focused HPV prevention campaign, developed in partnership with Dentsu Creative Vietnam. The initiative positions HPV vaccination as a culturally relevant New Year ritual alongside traditional protection practices.
The campaign addresses a gap in Vietnamese healthcare behavior. While consumers increase healthcare spending during Tết, preventive measures like vaccination are often deprioritized despite the season's focus on protection and luck for the year ahead.
Phased Storytelling Connects Culture and Prevention
Dentsu Creative Vietnam managed complete creative development and execution using a phased approach. Pre-Tết content focused on awareness and reflection, transitioning to education and action messaging after the holiday.
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The centerpiece television commercial features brand ambassador Khoai Lang Thang, complemented by demographic-targeted short videos for men, young adult women, middle-aged women, and mothers of teenagers. Distribution spanned social media platforms, precision-targeted digital banners, and prominent out-of-home advertising including Hop-On Hop-Off bus visuals.
"Our goal was to bridge the gap between traditional Tết rituals and the tangible importance of HPV prevention," said Hieu Nguyen, Chief Client Officer at Dentsu Creative Vietnam. "By weaving preventive healthcare into the cultural fabric of the season, we have transformed a clinical topic into a resonant act of protection."
Strategic partnerships with VNVC and Long Châu clinics enhanced medical credibility and vaccination accessibility. Post-Tết educational content expanded through collaboration with Vietcetera, extending reach beyond the initial launch phase.
National Campaign Reaches 50,000 Through Technology Integration
The Tết initiative complements MSD Vietnam's broader national campaign, "For a Vietnam Free from the Burdens of HPV," launched in March 2025 with the Ministry of Health, Vietnam Women's Union, and VTV.
The national campaign deployed AI-powered 3D exhibitions featuring interactive LED screens, augmented reality games, and Holobox technology across Hanoi, Da Nang, and Ho Chi Minh City. Celebrity ambassador Ha Anh Tuan supported visibility efforts.
Results included over 50,000 people reached through exhibitions, 25,000 physical visits, and 23 million platform reaches. The dual-track strategy demonstrates comprehensive market penetration combining cultural moments with year-round education.
Industry Trend Toward Cultural Health Messaging
MSD Vietnam's approach reflects broader pharmaceutical sector recognition of cultural localization effectiveness. Roche Pharma Vietnam launched "Joining Hands for Her" campaign in October 2025 with the Bright Future Fund, focusing on women's health including cervical cancer prevention.
The timing aligns with Vietnam's planned inclusion of HPV vaccines in the national immunization program, positioning MSD ahead of policy changes that will increase vaccination accessibility and awareness.
MSD General Manager Katharina Geppert highlighted 2025 as pivotal for new initiatives toward their 2026 anniversary goal to impact five million lives in Vietnam. Digital channels remain critical, with 87% of Vietnamese consumers using online platforms for health and wellness product discovery during Tết 2021.
The campaign demonstrates how global pharmaceutical brands can successfully localize health communications by aligning medical prevention with deeply-rooted seasonal behaviors in Vietnam's growing healthcare market.
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