Hanoi, Vietnam – Takeda Vietnam Pharmaceuticals have brought the dangers of dengue fever out of the shadows with “The DeRIGHT-V 1.0” campaign with Dentsu Redder—an evocative public health activation that turns statistics into stories and awareness into action.
In a country where dengue is often underestimated until it strikes close to home, the campaign used symbols and shared cultural spaces to make prevention personal.
The campaign ad utilized whimsical animation into the health campaign weaving into the fact-sharing aspect of the film.
At its heart was the “Dice of Dengue”, a powerful visual metaphor for the gamble of ignoring health risks, rolled out across digital, film and print platforms.
Timed with peak dengue season, the campaign’s digital film “Stop the Dice” dramatised the chaos of chance against the calm of prevention, while “Zoo Against Dengue”, a first-of-its-kind collaboration with Saigon Zoo, transformed animal enclosures into interactive storytelling spaces connecting dengue awareness to daily life.
“As a company, we have a responsibility to help communities see, understand, and embrace the protection that medical science can offer,” said Takeda Pharmaceuticals.
“That is why, with this campaign, we wanted to shift quiet indifference to a threat in plain sight into awareness that moves people to act. Dentsu Redder was able to transform medical truths into human language, and shaped experiences that families could touch, see, and carry with them,” the company emphasised.
Duy Thong, CEO of Dentsu Redder, said, “Takeda trusted us to let the work breathe in culture, not just in clinics. This allowed us to step beyond a traditional health campaign and to shape encounters that felt natural. We found a way to carry urgency with warmth, and to invite families into the conversation on prevention–carrying public health into the rhythms of everyday life.”
