Merck Sharp & Dohme (MSD) Vietnam has launched its first dedicated Tết campaign, “Take Charge, Not Take Chance,” developed in partnership with Dentsu Creative Vietnam. The initiative positions HPV prevention as a relevant and timely part of the Vietnamese New Year ritual.
During Tết, Vietnamese consumers engage in symbolic rituals to invite luck and protection for the year ahead. However, MSD notes that preventive healthcare, such as HPV vaccination, is often deprioritized despite increased healthcare spending during the season. The campaign aims to bridge this gap by aligning prevention with culturally familiar protection-oriented behaviors.
Dentsu Creative Vietnam oversaw the full creative development and execution of the campaign. A phased storytelling approach was adopted, focusing on awareness and reflection before Tết and transitioning to education and action afterward.
The campaign centers around a thematic TV commercial featuring brand ambassador Khoai Lang Thang. Additional short-form videos targeted various demographics, including men, young adult women, middle-aged women, and mothers of teenagers.
These assets were distributed across social platforms with the support of key opinion leader collaborations, precision-targeted banners, and prominent visuals such as Hop-On Hop-Off bus advertising.
“Our goal was to bridge the gap between traditional Tết rituals and the tangible importance of HPV prevention,” said Hieu Nguyen, Chief Client Officer, 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, proudly supporting MSD VN in the quest to safeguard the future of Vietnamese families.”
The campaign was reinforced through PR efforts and partnerships with healthcare organizations including VNVC and Long Châu, enhancing both credibility and accessibility. Post-Tết educational content was expanded through a collaboration with Vietcetera.
