The Human papillomavirus (HPV) is sexually transmitted, and can infect both women and men. It can lead to cervical cancer in a small percentage of women.
It is an entirely preventable cancer through the HPV vaccine.
But the challenge is getting people to be more aware, and act on it.
As much as we hate to admit it, we tend to underestimate risk.
We become complacent in our comfort zones, safe in the knowledge that nothing bad will happen just because.
And you know what? That’s risky.
Creating awareness
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Targeting barriers with Silverpush Mirrors
Silverpush Mirrors are an AI engine that identifies relevant faces, emotions, products, brands and delivers a contextual message.
Not a generic ad on YouTube
With a keyword library based on our identified barriers and using Silverpush’s AI technology, we use those triggers to serve thematic banners to viewers across the entire landscape of YouTube.
Triggers:
wedding, marriage
Banner:
THE PERFECT MATCH won't stop cervical cancer.
MILD vs WILD
YouTube podcast videos
Conservative folks around APAC may find the topic of HPV/STDs taboo and hard to talk about, and have misconceptions due to a lack of awareness.
Execution Across All Markets
Our podcast host invites two guests from opposing backgrounds - one stereotypical “good girl” and one “bad girl” - to have an open conversation on their lifestyles.
Whatever the topic, the conclusion is the same: whether you're a “good girl” or “bad girl”, you're equally at risk of HPV infection and cervical cancer.
A healthcare professional will also weigh in and debunk the myths and misconceptions of HPV, emphasising the only way to eliminate risk is to get yourself vaccinated.
Targeted ads based on demographic, country and topic
Project HandStamp
Festival & Theme Park Promotion
We partner music festivals and theme parks in our markets and offer free entry to anyone who makes an appointment for a cervical screening.
Booths will be set up at festival or park gates, where people can take action.
Attendees will watch a short video, choose a clinic and make an appointment.
They get their ticket price reimbursed together with an appointment stamp on their hands.
The Unknown Risk
Print + Digital Sponsored Content
We leverage publishers with strong female readership for high affinity content creation of varied formats and across platforms
Establish multiple touchpoints to continually develop audience curiosity and consideration
Layer current topics and relatable angles on educational material, with story hooks aligned to the partners’ audience passion points
We highlight the lack of awareness in the risks of cervical cancer through sponsored content, told from the perspectives of everyday women.
These relatable articles spotlight risks through various lenses, locality and life stages of women.
Risky & Risqué
TikTok & Instagram Reels
“Good Girl” or “Bad Girl”, the risks of cervical cancer from HPV are the same.
Influencers in the persona of a stereotypical “outgoing girl”, who then transition to a “good girl”
(or vice-versa).
They then stream themselves stepping into a clinic to be screened.
K vs C
Leveraging the power of K-Pop
K-Pop Stans are Powerful Advocates For Change
From anti-conservative event spoofing to social movements against Domestic Violence, ocean plastic and more, K-Pop fans are the most motivated and self-organising genre of music fans in the world.
In their numbers, they can quite literally move mountains.
