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MSD Pharmaceuticals Pvt. Ltd, a wholly owned subsidiary of Merck Sharp & Dohme launched its campaign to spread awareness about Human Papillomavirus (HPV) and protection from it, called #DontGetCaught. The campaign aims to educate the Indian youth about the virus- HPV and provide preventative measures and access to medical professionals. Featuring Sayani Gupta, VJ Bani and Raja Kumari, the film provides a bold new narrative towards sexual wellness. The cast was well chosen as they are known to break stereotypes that traditionally weigh women down.
Human Papilloma Virus (HPV) is a sexually transmitted infection that may cause cervical, vaginal, vulvar, and anal cancers as well as genital warts in women. Most sexually active people will be exposed to HPV at some point in their lifetime. In India, every 5 mins, nearly 1 individual loses their life due to HPV-related cancers. India accounts for 20% of the global burden of cervical cancer.
However, discussions of sexual activity and sexually transmitted diseases and its prevention remain taboo in Indian society. While there is a lot of emphasis on youngsters getting caught in trivial situations, #DontGetCaughtByHPV aims at educating India’s youth on sexual wellness and protection from HPV, while addressing the societal stigma around it.
The three-month-long campaign will be taken live on social and digital platforms, collaborating with content portals and influencers, that are well known to raise their voice against societal stereotypes against women.
The campaign will go one step further and create a landing page, www.letsfighthpv.com that gives the audience detailed information on HPV and most importantly, provide access to a counsellor or a doctor to discuss the next preventive steps.
“Rehan A. Khan, Managing Director, MSD India Region said, “The launch of this campaign brings us another step closer to empowering our country’s young-adult females with easy-to-understand facts around HPV. We are hopeful that this campaign will inspire them to learn more about HPV-related diseases.”
Commenting on the campaign, Sayani Gupta said “It’s great that MSD is talking about a lesser-known virus that affects women and our sexual health. I feel proud to be an integral part of this campaign. When it comes to one’s sexual life, conversations don’t go beyond pleasure, pain and protection. The fourth and important P which is missing here is prevention – prevention from HPV induced diseases.”
“It’s very important to know about STIs like HPV, the human papillomavirus that can cause cancers. I think it’s a great initiative by MSD to talk about female cancers apart from the ones that are commonly known. I had no doubt in my mind that I want to be associated with this cause. I’m here to spread the word to all women and even men that HPV can affect you as well and that it should be prevented!” says Bani J.
The Indian-American rapper, Raja Kumari adds, “I’m thrilled to be associated with the HPV awareness initiated by MSD India. One may lose their life if they don’t take HPV seriously. Yes, the human papillomavirus can lead to cancers and that is not very pleasing to know. This goes out to all my sisters, let’s fight HPV together!”
On the conceptualisation of the film, Anushka Gandhi, creative lead, Schbang said “A creative device for this particular campaign that spoke to me, quite literally, was spoken word. This poetic medium powerfully offers insight into the pulse and fabric of society, sociocultural issues, and awareness… which is why it felt fitting to leverage this narrative style for a stigmatized topic.”
“With some audio-visual drama, a fresh visual treatment, dynamic art, and some bold performances… we got an elevated portrayal of this piece brought to life by Schbang Motion Pictures.” she continued.
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