Hanoi, Vietnam – Merck Sharp & Dohme (MSD) has partnered with Dentsu Creative Vietnam on a campaign encouraging Vietnamese consumers to prioritise preventive healthcare as part of their Tết (Lunar New Year) rituals.
The campaign positions preventive healthcare, particularly HPV prevention, as a modern-day protection ritual, drawing on traditional practices commonly observed during Tết. It references culturally significant activities during the festive period to frame prevention as part of safeguarding one’s well-being for the year ahead.
The integrated campaign includes a television commercial and out-of-home placements such as banners and hop-on hop-off bus advertising across key locations.
According to Dentsu Creative Vietnam, the initiative was rolled out in two phases. In the lead-up to Tết, the campaign focused on discovery and realisation, using emotional storytelling to explore reliance on rituals and traditions. Following the holiday, the messaging shifted towards education and action, encouraging audiences to consider preventive healthcare measures.
To extend its reach, MSD partnered with healthcare organisations including VNVC and Long Châu, as well as media platforms such as Vietcetera and Kháng Thương Podcast.
“Our goal was to bridge the gap between traditional Tết rituals and the tangible importance of HPV prevention,” said Hieu Nguyen, chief client officer at 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.”
