During the entire month of March, the official month of awareness and prevention of cervical cancer, the ‘HPV May Happen’ campaign, created by MSD in partnership with McCann Health Brasil, will inform the population about the importance of preventing the disease through vaccination, routine examinations and appropriate treatment.
The campaign has a broad integrated communication plan, in offline and online media, aimed at informing about cervical cancer, the second leading cause of death from cancer among women aged 20 to 49, in which around 99% of cases are related to HPV. The campaign also contributes to the efforts of the World Health Organization (WHO), whose plan is to eliminate cervical cancer as a public health problem through vaccination, screening and adequate treatment by 2030.
The actions incorporate a variety of strategies, including commercial themes in the programs ‘Encontro com Patrcia Poeta’ (TV Globo) and ‘Hoje em Dia’ (Record). Furthermore, the brand supported women’s races, such as Girl Power, an event that took place on March 17th at Parque Villa Lobos, in So Paulo, and which celebrates female empowerment, offering a space where women of all ages can come together , share experiences and strengthen the female community, which will have an MSD action point.
One of the highlights was the involvement of the official women’s team from So Paulo Futebol Clube, which took to the field with the campaign message in one of the games. Athletes will also get involved through vaccination, helping to reinforce the campaign’s commitment to prevention and female well-being, including in the sporting context.
MSD also has a stand throughout the month at the Morumbi shopping mall and actions in 10 beauty stores in So Paulo, which has an interactive mirror that talks to women about the importance of Maro Lils. One example is MG Hair, a salon owned by Marcos Biaggi, who joined the cause, decorating the entire space with a Maro Lils theme. Furthermore, during the month, the campaign will include information at strategic points in the city of São Paulo, support from influencers on digital channels and the promotion of debates with the participation of experts on television programs.
The campaign also serves as an alert to the need for preventive exams, such as the Pap smear, essential for the early detection of possible changes in the cells of the cervix. For Fernando Cerino, director of Private Vaccines at MSD Brazil, the actions contribute to informing the population and expanding health coverage.
“Every hour a woman dies as a result of cervical cancer in Brazil, and it is a disease that can be prevented through vaccination and follow-up with healthcare professionals,” says Fernando. “It is up to us to disseminate information and contribute to the elimination of this cancer,” said the executive.
The campaign materials show that in Brazil, cervical cancer is still one of the cancers that most affect women and there are more than 17 thousand cases annually, being the second most common cause of death for women between 20 and 49 years of age, and around 99 % of these cases are caused by the transmission of the HPV virus, according to the National Cancer Institute (INCA). These numbers highlight the urgency of actions and awareness to combat the disease and highlight the importance of vaccination against HPV, which is recommended for men and women between 9 and 45 years old, as well as carrying out preventive exams and appropriate treatment.
“More than simply focusing on the disease, we want to celebrate the strength and resilience of women during all the actions we take, in addition to reinforcing the idea that health care is a powerful expression of self-love and female empowerment”, adds the director- creative executive at McCann Health Brasil, Alessandra Gomes.
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