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#1 Campaign in Health & Wellbeing · November 2026
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#1 Campaign
Health & Wellbeing · November 2026

Il Quinto: HPV awareness comic

PR Campaign
Wednesday 28th October, 2026

MSD partnered with Lucca Comics & Games to create “Il Quinto”, a comic using the festival’s storytelling culture to bring HPV prevention to teenagers and young adults. Launched at the festival, the project will continue through author events and digital content.

Why it worked: It hijacked Lucca Comics’ news cycle with a pharma-backed comic debut, turning a vaccination message into celebrity-led pop culture coverage.

The lesson: Consider launching your serious message inside a major fan event’s programme with a bespoke creative drop and author Q&As.

MSD
11 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
lsdmagazine.com Hpv, 'Il quinto' un fumetto per sensibilizzare sui rischi del papillomavirus - LSD Magazine Wednesday 28th October, 2026
italpress.com Lucca Comics e MSD firmano "Il Quinto", un fumetto per la prevenzione dell'HPV Agenzia di stampa Italpress - Italpress Thursday 29th October, 2026
iltirreno.it Lucca Comics e MSD firmano “Il Quinto”, un fumetto per la prevenzione dell’HPV - Il Tirreno Thursday 29th October, 2026
adnkronos.com HPV, Luppi (MSD): “Accurate information helps us make informed choices” Thursday 29th October, 2026
corrieredisciacca.it Lucca Comics e MSD firmano “Il Quinto”, un fumetto per la prevenzione dell’HPV - Corriere di Sciacca Thursday 29th October, 2026
repubblica.it Virus HPV causa di 6 tipi di tumore di cui 5 senza screening ma solo un adolescente su 2 si vaccina - la Repubblica Friday 30th October, 2026
vanityfair.it Peach Momoko al Lucca Comics & Games con il progetto Il Quinto: «Anche un’immagine può aiutare a parlare di salute. Dei personaggi iconici che disegno mi piace esplorare il lato più oscuro. Vorrei continuare a lavorare nell’universo Marvel» | Vanity Fair Italia Saturday 31st October, 2026
lecodellitorale.it Lucca Comics & Games, Carlo Signorelli: “Il Quinto” sostiene la sensibilizzazione sull’Hpv"" - L'Eco Del Litorale Monday 2nd November, 2026
radiok55.it Lucca Comics & Games, Caterina Rizzo: “Il Quinto” per sensibilizzare sui rischi dell’Hpv"" - Radio K55 Monday 2nd November, 2026
lsdmagazine.com Lucca Comics & Games, Bernard Dika: “Il Quinto” per sensibilizzare sull’Hpv, un tema che riguarda - LSD Magazine Monday 2nd November, 2026
laconoscienza.it HPV: un fumetto può aiutare a prevenire i tumori? - La ConoScienza Monday 2nd November, 2026
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