MSD
National public health awareness campaign for MSD promoting the HPV vaccination programme, designed to reach parents across the UK through large-scale out-of-home and digital formats.
Year
2023
2023
Client
MSD (Merck Sharp & Dohme)
MSD (Merck Sharp & Dohme)
Service
Visual & Communication Design
Visual & Communication Design
Year
2023
Client
MSD (Merck Sharp & Dohme)
Service
Visual & Communication Design
NIO Cocktails
MSD
Project summary
National public health awareness campaign for MSD promoting the HPV vaccination programme, designed to reach parents across the UK through large-scale out-of-home and digital formats.
National public health awareness campaign for MSD promoting the HPV vaccination programme, designed to reach parents across the UK through large-scale out-of-home and digital formats.
National public health awareness campaign for MSD promoting the HPV vaccination programme, designed to reach parents across the UK through large-scale out-of-home and digital formats.
My role
Senior Digital Designer — led visual design and system rollout across OOH and digital.
Senior Digital Designer — led visual design and system rollout across OOH and digital.
Senior Digital Designer — led visual design and system rollout across OOH and digital.
Context & problem
HPV vaccination rates needed continued support through clear, accessible public messaging aimed at parents of school-age children. The campaign needed to communicate sensitive health information in a trustworthy, inclusive way, while working within strict regulatory and NHS guidelines. It also had to scale nationally across multiple physical and digital environments.
HPV vaccination rates needed continued support through clear, accessible public messaging aimed at parents of school-age children. The campaign needed to communicate sensitive health information in a trustworthy, inclusive way, while working within strict regulatory and NHS guidelines. It also had to scale nationally across multiple physical and digital environments.
HPV vaccination rates needed continued support through clear, accessible public messaging aimed at parents of school-age children. The campaign needed to communicate sensitive health information in a trustworthy, inclusive way, while working within strict regulatory and NHS guidelines. It also had to scale nationally across multiple physical and digital environments.
Constraints & considerations
Highly regulated healthcare environment with strict compliance and approval processes. Messaging had to be medically accurate, accessible, and suitable for a broad public audience. Designs needed to work across multiple real-world formats, resolutions, and locations.
Highly regulated healthcare environment with strict compliance and approval processes. Messaging had to be medically accurate, accessible, and suitable for a broad public audience. Designs needed to work across multiple real-world formats, resolutions, and locations.
Highly regulated healthcare environment with strict compliance and approval processes. Messaging had to be medically accurate, accessible, and suitable for a broad public audience. Designs needed to work across multiple real-world formats, resolutions, and locations.
Approach & key decisions
Designed a modular visual system that could scale across bus, bus stop, and digital formats
Created a consistent layout framework for headlines, data callouts, and CTAs.
Focused on inclusive, relatable photography to humanise the campaign.
Balanced clarity and impact to ensure messages were readable at distance.
Built localisation-ready layouts to support regional rollout.
Designed a modular visual system that could scale across bus, bus stop, and digital formats
Created a consistent layout framework for headlines, data callouts, and CTAs.
Focused on inclusive, relatable photography to humanise the campaign.
Balanced clarity and impact to ensure messages were readable at distance.
Built localisation-ready layouts to support regional rollout.
Designed a modular visual system that could scale across bus, bus stop, and digital formats
Created a consistent layout framework for headlines, data callouts, and CTAs.
Focused on inclusive, relatable photography to humanise the campaign.
Balanced clarity and impact to ensure messages were readable at distance.
Built localisation-ready layouts to support regional rollout.
Outcome & impact
The campaign was rolled out nationally across major UK cities, appearing on buses, bus stops, and digital placements. It supported NHS vaccination messaging at scale, helping improve visibility and awareness of the HPV programme for parents and schools.
The campaign was rolled out nationally across major UK cities, appearing on buses, bus stops, and digital placements. It supported NHS vaccination messaging at scale, helping improve visibility and awareness of the HPV programme for parents and schools.
The campaign was rolled out nationally across major UK cities, appearing on buses, bus stops, and digital placements. It supported NHS vaccination messaging at scale, helping improve visibility and awareness of the HPV programme for parents and schools.