Merck: Help protect in the next

Merck launched an unbranded campaign, Help Protect In The Next (HPN), to raise awareness that the HPV vaccination can begin at the age of nine, and educate parents in the US on why now is important.

Consumer Insight

"My child is still my baby and now isn't the right time for HPV vaccination."

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Help Protect In The Next (HPN) is an unbranded campaign which educates parents on "why now" and raises awareness that HPV vaccination can begin at age 9 by striking an empathetic tonality for those parents who my still think of their children as "little" when they are in reality moving towards their "tween" and teenage years.

The irrefutable insight that "my child is still my baby...

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