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MSD

Spot on audience engagement

Chickenpox awareness campaign

What we did

The situation

MSD UK needed a chickenpox awareness campaign with a difference.

Traditional campaigns tended to focus on the rarer complications of the disease, rather than the experiences of most children. So, MSD set out to set the record straight, by giving parents a realistic view of what to expect and how to take action.

A woman standing at the door being interviewed

The task

Purple were tasked with creating an eye-catching, friendly and informative campaign that could be rolled out over multiple platforms across the UK. Not only did it need to help parents understand the risks of chickenpox, it needed to explore the various treatments and preventative options too.

A woman standing at the door being interviewed

The approach

To capture the attention of parents and kids alike, we proposed a campaign character as our face of ‘Are You Chickenpox Aware?’ Meet Dotty: the little rabbit in a spot of bother.

A woman standing at the door being interviewed

The action

Accompanying the key medical information, Dotty appeared in leaflets, digital ads, magazine ads, out-of-home media and more. All materials pointed to a central microsite, where parents could find clear, balanced information about what to expect and when to get further advice.

2.8 million

webpage impressions

500,000+

unique website users

2+ minutes

website dwell time

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