Trending PR Campaigns
Il Quinto: HPV awareness comic
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.
Coverage over time
How this story spread across the media