MSD, a medical and scientific leader in the pharmaceutical field, was looking for an original creative approach for a disease awareness campaign to prevent head and neck cancer.

By combining the delicacy of the message with the lightness of the social media communications and the MSD tone of voice, the It’s No Joke campaign was born. The campaign had great visual impact, showing a face with a cartoon overlay.

The entire campaign was hosted by a website and contents were developed for each section, such as symptoms, treatment and patient rights, as well as an interactive quiz to find out if somebody is at risk. It was supported by a complex and widespread digital planning programme on the client’s Facebook and Instagram channels and on Google properties, from the Display Network to YouTube, with the aim of obtaining reach and generating traffic to the website.