Roche "Let her speak" IMC Campaign - Role: Senior Art Director
​THE CHALLENGE
​THE IDEA
What this campaign faced was how to trigger conversation and attention towards the most silent body part of a woman, especially when women's attention is typically focused on their face and breasts.
Additionally, the Roche HPV DNA test kit needed to be portrayed subtly and cleverly so that the audience could distinguish Roche from its competitors.
Finally, the campaign integrated with third-party partners and required a comprehensive consumer journey that was effective in converting the target audience into potential customers in the lower funnel channels.
"LET THE CERVIX SPEAK" is a very powerful statement with a triggering effect on the audience. Key Visual will focus on showcasing the typo "LET THE CERVIX SPEAK.“
With Typo – Centric, the image of "the woman’s thing" is depicted elegantly, using youthful gradient blends. At the same time, the image of "the woman’s thing" will bear similarity to the image of "an open mouth" emitting sound.
​THE "Y" SYMBOL
In a context where there was no specific campaign or distinctive symbol before, a gap existed, and Roche's "Let Her Speak" campaign not only fills that void but also marks a significant step forward in women's healthcare. From there, creating a motivation to develop a campaign with key assets being Hero Video and Key visual having a unique "Y" symbol.
HERO VIDEO
Hero video "Let Her Speak" has garnered remarkable success:
1,381,703
​views
3,266,999
​impressions
1,450,648
Unique Reach
​SOCIAL SPREAD-OUT
How we give "cổ" a voice on social. Don't let her silent, make her speak, as much as possible.
1,211,473
impressions
761,333
unique reach
1,827
​engagements
The Results