MullenLowe Mishra partnered with MSD on a campaign to get Vietnamese men to take charge of HPV prevention the same way they already take charge of their careers, finances and health.
The campaign builds on MSD's regional platform, "HPV Prevention Is a Green Flag." Globally, the platform is about being seen as desirable. Locally, we found Vietnamese men measure their worth differently: through being depended on. They build their careers, finances, and health to show up for the people who count on them, not to be admired. The campaign reframed HPV prevention around that same logic, under the message "Lo Cho Mình Là Lo Cho Em” (taking care of myself is how I take care of you)
The idea plays out through a signature gesture - a proactive, circular motion carried across every piece of content as the campaign's visual device. Rather than opening with a clinical message, the campaign enters through dating culture and everyday moments, letting the health message follow naturally.
The rollout moves men through three stages: sparking curiosity and conversation among male audiences, deepening understanding with relatable storytelling on what "taking charge" means for their own health, and guiding them toward action with content tailored to where they are in that journey. Across all three, the storyline stays the same: looking after yourself and looking after the people you love are the same thing.
