How we caught India’s attention with our #DontGetCaught Campaign on HPV Awareness and Prevention

Every five minutes, one Indian loses their life due to cancers caused by the Human Papilloma Virus (HPV). Despite this, discussions on the prevention of sexually transmitted diseases are often silenced and discouraged in our society. 

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To turn up the noise and kickstart the much-needed conversation, we created a campaign that not just spoke but literally “rapped” to the tunes of Gen-Z audiences. 

Conceptualized and produced for MSD Pharmaceuticals, owned by Merck Sharpe & Dohme, our three-month #DontGetCaught campaign starred Sayani Gupta, VJ Bani and Raja Kumar. The trio put up a star performance to educate the youth on some important preventive measures they can take to avoid falling victim to the virus. 

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We also built a dedicated landing page that guided audiences with more information on how the virus is transmitted, and more importantly, where to seek help from medical professionals.

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To amplify the message, we collaborated with Hatecopy and TapeATale - both organizations are known for raising their voice against societal stereotypes and taboos.

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The campaign’s main YouTube video garnered 43M+ views on YouTube and was shared by many influencers to spread awareness and save lives, proving once again that with the right messaging, any brand can bring out real positive change.