The initiative, led by the Central Media & Health Education Center in collaboration with global biopharmaceutical company MSD, seeks to boost public understanding of HPV through health education programmes in provinces and cities nationwide. It also aims to expand outreach efforts by working with health organisations and relevant authorities to implement comprehensive communication strategies addressing HPV-related health risks.

At the centre of the campaign is the music video “A Promise – Một Lời Hứa”, performed by campaign ambassador Hà Anh Tuấn and developed by creative agency MullenLowe Mishra. Written and composed by Hứa Kim Tuyền, the ballad pairs poetic lyrics with visual storytelling that underscores themes of love, care, and commitment, encouraging protection of oneself, loved ones, and the wider community.

The video premiered on major digital platforms, including the HPV Vietnam YouTube channel, Hà Anh Tuấn’s social media pages, and music streaming services. Its release quickly gained traction on TikTok through dance and duet challenges driven by both influencers and everyday users.

This campaign is part of a three-year national effort to promote HPV prevention through educational outreach, digital engagement, and community activities. It is grounded in the belief that individual actions can influence community health outcomes, particularly with preventable conditions like HPV.

HPV, a common virus, can lead to cervical cancer in women, penile cancer in men, and other health issues affecting both genders. According to Globocan 2022, Vietnam records about 6,200 HPV-related cancer cases annually, with over 2,500 women dying from cervical cancer each year—figures that highlight the urgency of prevention through vaccination, healthy lifestyles, and regular screening.