Despite the fact that nine out of ten children catch chickenpox before the age of 15, parents are faced with a lack of available facts about the infection. In an effort to dispel any fears and confusion, MSD were keen to do their bit and provide parents with sound, evidence-based support.

To fill the knowledge gap, MSD called on Purple to produce a campaign that would help parents and healthcare professionals understand the risks, as well as the management, treatment and prevention options available.

Centred on ‘Dotty’ – a friendly character designed to capture the attention and settle the minds of kids and parents alike – we developed an awareness campaign to help parents understand what to expect from chickenpox and how to prepare for it.

Featuring Dotty across multiple channels, the campaign included an educational microsite, a collection of digital banner and Google ads, print ads in leading parenting magazines, and animated posters in 20 UK towns.

192 192 k+


10.9 10.9 %

Click-through rate

2 2 +

Dwell time (minutes)

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