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Gardasil 9 - Global
Be the author of your own story.
I joined Gardasil 9 Global at a time when the existing unbranded consumer campaign was being extended to new markets and targeting new audiences. Author campaign language/storytelling had to translate across languages and cultural differences. The copy I developed served as the example for local markets to regionalize. Here's a brief intro:
HCP + DTC
A Story That Belongs to Everyone
Every life is shaped by turning points and choices.
Author of Your Own Story is about that
power—the chance to shape what comes next.
FOR PARENTS
It’s about guiding a child through
an important moment
FOR MEN
It’s about inclusion and knowing their choices matter, too
FOR ADULTS
It’s about taking control of
their future
The thread that ties it all together?
HPV vaccination as an act of authorship. Choosing to help protect yourself—or someone you love—is how you can proactively take control of your story.
The most powerful stories aren't the ones we're handed. They’re the ones we choose to write.
Awareness
OOH Creative Example
Establish personal
relevance through
relatable moments in copy and visuals.
By saying "someone you love could be impacted" brings HPV into the patient's world.
Pair these moments with surprising and relevant facts so patients recognize HPV as an important
health concern.
The "record scratch" moment is when they realize the seriousness of HPV-related cancers.
It can be represented with a sound or visual effect—like this animated glitch.
Awareness CTAs should be low commitment—we’re simply asking them to get the facts, vs making an appointment.
Familiarity
Non-skippable Twitch Ad
Telegraph who this ad is for in copy and visuals. For example, gold outlines our male hero and the copy supports by identifying male viewers as the “main character.”
When possible, address a misconception or a strategic barrier. Here, adult men may
not believe they are at risk, but it's more common than they think.
In the Familiarity stage, you can introduce more about vaccination into the narrative.
Intent to discuss
Testimonial video Meta Instagram reels
In this funnel stage, address the barriers that stop patients from talking with their children's HCPs.
15 second Video Script
VO:
Delaying the conversation wasn’t an option for me. So I chose to ask the doctor if HPV vaccination was right for my child. You can too. Talk to your child’s healthcare provider about HPV vaccination today.
Video description:
A video, shot in the style of a smartphone selfie, of a mother and child laying in bed, smiling and laughing. Closed captioning appears on screen as the mother and child speak. Circle animates around “today”.
Post Copy:
Momstheword
I’m making a smart choice for my child. You can too. Talk to your child’s doctor about HPV vaccination today.
Focus CTAs on talking to their doctor or their child's doctor.
Stress the importance of communication with their doctor since patients rely on HCP recommendation.
Visuals should feel approachable and tailored to a particular persona. In this funnel stage, messaging should be less educational and more normalization of speaking to their child's doctor.
Let's see the Author campaign in action.
Gardasil 9 - APAC
This was an exciting time for me because it was my first opportunity to make a difference for patients in a new part of the world. I got crafty with new clients who had high expectations of a team that was only just beginning to gel together.
We got crafty by giving existing footage new meaning.
VN
We reimagined a couple laying down after moving-in to be
post-sex exhaustion, and paired
it with a stat about how women can get HPV with even one sexual partner.
TH
We paired a short clip of calmness between our couple with a stat about the likelihood of women to get HPV.
TW
We imagined flashback scenes in the spot to be video memories saved on her computer that she is watching as the reason why she is getting vaccinated today.
SG
SG
SG
Breakthrough by keeping the
value of HPV vaccination simple.
HPV slowly develops into cancer without symptoms, but can be prevented with vaccination. We focused on the disruption a cancer diagnosis can cause later in life to encourage vaccination today.
Encourage protection of what they are working so hard for.
SG
SG
SG
In Asia, there is a strong work culture with everyone wanting to get out what they are putting in—an HPV cancer diagnosis gets in the way of that. An extension of that is the concept of investing in the future you with HPV vaccination.
As you can tell, language played a big part in the work. Copy had to be clean and tight so that it could be translated and voiced over across languages.
Have a listen below to the subtle difference between the north and south Vietnamese dialects.
All APAC ads performed
on average 47.5% higher than benchmark.
NVN
SVN
Gardasil 9 - Europe
After successfully helping the APAC team I was sent over to help regionalize the new campaign for Europe. I put together a massive copy deck of 80+ ads across a range of placements with the goal of getting some ads out in time for the school year in certain countries. Here's an example, this OOH ad below was launched before Cervical Cancer Prevention Week UK and continued to run in a modified format after.
Check out these real photos of the ad running in London Liverpool Street station.
Social video ad preview (30 seconds)
HPV vaccination is best administered before becoming sexually active so this ad speaks to parents of young boys and girls encouraging them to make the best decision for their child's future.
Spotify audio ad with companion banner
The full-length 30 second audio ad captures the above video ad, and the 20 second ad connects the risk of cancer later in life to vaccination today with a stat. Both are played alongside one of three banners.
Take a listen and flip through the banner options.
Awareness VO :30Story-based
00:00 / 00:30
Awareness VO :20Stat-based
00:00 / 00:20
Static and animated banners
We kept in mind that some parents don't feel that HPV vaccination is for boys and may need a doctor's recommendation to vaccinate.
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