Vietnam launches nationwide campaign to combat HPV and prevent related cancers
Vietnam’s Ministry of Health has launched a national communication campaign “For a Vietnam free from the burdens of HPV” to raise awareness of the prevention of Human Papillomavirus (HPV)-related diseases and cancers. This was led by the Central Media & Health Education Center, Ministry of Health, in collaboration with leading global biopharmaceutical company MSD. This campaign aims to raise public awareness of HPV through health education programs in various provinces and cities.
The campaign focuses on expanding outreach and working with health organizations and relevant authorities to implement comprehensive communication strategies to save lives from HPV-related health risks.
At the heart of the campaign is a stirring music video titled “A Promise – Một Lời Hứa”, performed by top Vietnamese artist and campaign ambassador Hà Anh Tuấn, developed by creative agency MullenLowe Mishra.
This public health initiative is part of a three-year movement to raise public awareness of HPV through expanding health education programs and working with health organizations across Vietnamese provinces and cities. The campaign is grounded in the insight that each individual’s actions can impact the entire community, especially with preventable health issues like HPV.
HPV is a common virus that can lead to serious diseases such as cervical cancer in women, penile cancer in men, and anal and genital warts affecting both genders. According to Globocan 2022, Vietnam reports approximately 6,200 HPV-related cancer cases annually, with more than 2,500 women dying from cervical cancer each year. These alarming figures underscore the urgency of expanding awareness efforts and implementing effective preventive measures within the community, including HPV vaccination, safe and healthy lifestyles, and cervical cancer screening.
The music video “A Promise – Một Lời Hứa” featuring campaign ambassador Hà Anh Tuấn is a key creative asset launched this year under the nationwide communication campaign. With music and lyrics written by acclaimed young composer Hứa Kim Tuyền, the emotional ballad weaves together poetic lyrics with evocative visuals that highlight stories of love, care, and enduring commitment across three representative audience cohorts. The song lyrics deliver the message of protection as love: “Protect yourself, protect your loved ones, and protect the community — for even bigger things.”
The video debuted across major digital platforms, including the HPV Vietnam YouTube channel, Hà Anh Tuấn’s social media channels, and music streaming services. Within days, the campaign sparked viral engagement on TikTok, with dance and duet challenges led by KOLs and everyday users alike.
MullenLowe Mishra Vietnam led the launch of this three-year communications campaign to ensure Vietnam remains free of the HPV-related disease burdens, through community activations, educational outreach, and digital-first storytelling. The aim of the campaign is to deepen understanding and encourage proactive HPV prevention through both educational information and emotionally powerful storytelling to effectively drive behavioral change.
