How do you make a message about a cervical cancer vaccine appealing to a woman in her 20s?
By creating a music video showcasing the danger of being surrounded by an invisible enemy. The video featured an original cast, choreography and soundtrack. Webisodes highlighted the process of creating the video. Different episodes focused on the audition process, rehearsals, the shoot and gave you exclusive access to “Behind the Scenes” footage. Print and banner ads helped guide traffic to the site. Social Media supported the buzz.