Ogilvy Social.Lab and MSD Belgium go social-first in a desire to raise awareness on various diseases such as Melanoma, HPV and HIV
In their ongoing pursuit of using the power of leading-edge science to save and improve lives around the world, MSD Belgium has partnered with Ogilvy Social.Lab to raise awareness of 3 disease areas often misunderstood by the public – Melanoma, HPV and HIV. Fronted by influencers and activated across paid, the 3 campaigns aim to drive conversation and action – educating followers in an open and down-to-earth way. An approach rarely seen in the health industry.
Brussels, 5 May 2022 – Every disease poses its own set of challenges. But in many cases, the difference can be as simple as knowing what to look for, who to talk to or how to manage. When we have open and honest conversations about our health, we remove the myths and misconceptions. The more we talk, the more we encourage others to talk too. Together with Ogilvy Social.Lab, MSD Belgium wanted to ignite more of these conversations.
These objectives are nothing new. Many campaigns have previously tried to raise disease awareness and get people talking. What was new, however, was the approach. Instead of using the same channels often seen in the health industry, Ogilvy Social.Lab and MSD Belgium placed social at the heart of each campaign, opening up discussions in an authentic and inclusive way. In a highly targeted approach, 3 campaigns were created (one for each disease area), with paid media and influencer marketing playing a key role. Throughout each campaign, research was done to specially select influencers that were interested in the subject, thus leading the conversations via their own channels, turning social into a place of education. For added engagement, native social tools were used, including polls, quiz stickers, question boxes and a campaign filter. With this, followers became more than a passive consumer. They were now part of the conversation.
Together, the 3 campaigns showed the true value of social within the health industry. Not only did they make difficult topics more approachable and easier to discuss, but each campaign also offered real-time insights on consumer knowledge, behaviors, and emotions. Priceless knowledge when looking ahead to the next campaign.
#YourSkinSharesYourLife
From July – September 2021, Ogilvy Social.Lab and MSD Belgium set out to raise awareness on melanoma with the campaign #YourSkinSharesYourLife. Based on the insight that the pandemic had led to a decrease in consideration of other diseases and the need for preventative measures, this multi-channel campaign aimed to bring back people’s attention to skin care, teaching them how to identify unusual looking spots, while reinforcing the behavior of getting one’s skin checked regularly. As well as driving the targeted audience to a dedicated website to learn more, #YourSkinSharesYourLife partnered with 10 Belgian influencers (5 French speakers, 5 Dutch speakers), who encouraged users to ask questions via the question sticker. In a unique partnership with medical practitioners, influencers were giving answers to their followers.
HPV Awareness
HPV (human papillomavirus) can be a daunting topic to address. Especially if the facts you believe to be true aren’t facts at all. To combat this sea of misinformation, Ogilvy Social.Lab and MSD Belgium launched an influencer and social media campaign (using 6 Belgian influencers) between September and November 2021, aiming to reach parents to speak about the importance of HPV prevention of their kids. Posts aimed to educate followers in a socially native way, using polls and quizzes to test their knowledge, and address their questions, before giving the correct answers to the misconceptions that circulate around HPV. This was more than simply giving parents the facts. This was about giving them the tools to have an open discussion about HPV with their children.
#PositiveAboutBeingPositive
Despite advancements in science and treatment, people living with HIV still feel excluded from their communities, largely due to misinformation and stigma around the disease. This stigma also prevents people from being open and proactive about knowing their status. To shift these attitudes, Ogilvy Social.Lab and MSD Belgium looked to support those living with HIV by speaking to communities that are mainly affected by the disease.
To reach these niche audiences, a highly personalized paid media campaign was launched across multiple platforms. As well as utilizing the targeting capabilities of big platforms (Facebook, Instagram, YouTube), the message was advertised on GRINDR – the largest LGBTQIA+ social networking app. This disruptive platform (for the pharma industry) allowed the campaign to reach this audience in a hyper-relevant context.
9 Belgian influencers were also on hand to spread the campaign message throughout European Testing Week and HIV Awareness Month, encouraging their followers to get tested, while normalizing testing as a part of their healthcare routine.
In the space of 5 months, these 3 campaigns showed the true power of talking, showing how the more we open up, the healthier it is for everyone. It also highlighted the benefits of social and what’s possible when we choose to explore new channels and approaches while reaching nearly four million users across Facebook and Instagram. The health industry is full of serious topics and challenges. But how we address them? That’s down to us.
Credits:
#YourSkinSharesYourLife
Influencer Marketing: Jordan Pieters (Influencer Campaign Manager), Douglas Scraeyen (Influencer Campaign Manager), Stefan Bisoux (Head of Influence)
Account Management: Bianca Negre (Account Director), Arthur Vandenberghe (Account Executive)
Paid Media: Leopold Lannoy (Senior Paid Media Strategist), Martin Leten (Campaign Manager)
Creative Concept: IO
Client: MSD Belux
Simina Mazureac - Customer Experience Manager - Corporate & External Affairs
Yazan Iwidat - Customer Experience Lead
HPV Awareness
Influencer Marketing: Jordan Pieters (Influencer Campaign Manager), Douglas Scraeyen (Influencer Campaign Manager), Stefan Bisoux (Head of Influence)
Account Management: Bianca Negre (Account Director), Arthur Vandenberghe (Account Executive)
Paid Media: Leopold Lannoy (Senior Paid Media Strategist), Martin Leten (Campaign Manager)
Creative concept: Ogilvy Social.Lab
Client: MSD Belux
Ara Cabeza Llata - Customer Experience Manager – Vaccines
Yazan Iwidat - Customer Experience Lead
#PositiveAboutBeingPositive
Influencer Marketing: Jordan Pieters (Influencer Campaign Manager), Douglas Scraeyen (Influencer Campaign Manager), Stefan Bisoux (Head of Influence)
Account Management: Bianca Negre (Account Director), Arthur Vandenberghe (Account Executive)
Paid Media: Leopold Lannoy (Senior Paid Media Strategist), Martin Leten (Campaign Manager)
Creative concept: IO
Client: MSD Belux
Valerie Ottenburgs - Customer Experience Manager – Hospital Acute Care
Yazan Iwidat - Customer Experience Lead