Problem:
Shingles, known as the "snake born" in Cantonese, is a viral infection that results in blistering and burning of the skin. It not only causes painful rashes but can also lead to long-term complications. Surprisingly, the virus responsible for Shingles lies dormant in 90% of the population aged 25 and above, yet only 8% are aware that it can be prevented through vaccination.
In Hong Kong, there are currently two pharmaceutical companies providing Shingles vaccinations. MSD has held a dominant position in the Shingles category for over a decade, while GSK entered the market in 2021, challenging the established practices.
Due to the prevalence of elderly-focused education and brand ambassadors aged 60 and above, Shingles has been associated with being an ailment primarily affecting the elderly for the past 15 years in Hong Kong. Consequently, working adults often perceive Shingles as a disease that is too old for them, and as a result, they lack the sense of urgency to take preventive action.


Insights:
When it comes to Shingles, many people are aware of the disease but mistakenly believe that it is not relevant to them. This misconception has been perpetuated by the dominant communication materials in the Shingles market, which have primarily targeted the elderly demographic. One of the prevailing myths about Shingles is that it only affects older individuals. However, the truth is that Shingles poses a threat that can manifest in anyone's body. The disease attacks the immune system, and episodes of stress can trigger its onset.
In Hong Kong, where the average workweek extends to 50 hours, 13 hours longer than the global average, more and more young working adults are being diagnosed with Shingles while striving for progress in their lives. Despite the risks, there remains a widespread misconception among millions of working adults - the belief that they are not old enough to contract Shingles.


Creative solution:
Drawing inspiration from the local term 'snake' as shingles, we emphasize the hidden danger of the dormant snake within us. Through the tagline 'Who wakes up first - you or the snake?', we intensify the sense of urgency and create relevance for the local audience. By utilizing metaphorical language and impactful visuals, we vividly bring the threat of shingles to life.