Narrow Door has supported INDICAID (妥析) with an OOH campaign to promote their HPV Urine Test Kits. The campaign features bold, copy-driven creative across key MTR stations, tram shelter domination in Admiralty and street posters city-wide. 

The Idea

A recent TV show “Scoop” alleged a basketball coach hid his HPV status from partners, infecting four women. The case is a reminder that trust alone is not enough to safeguard your health, as potential partners have a strong incentive to present a less than totally truthful version of themselves. That’s why self-protection through HPV testing is crucial. 

The campaign is built around this insight to introduce the public to the convenient, at-home INDICAID HPV Urine Test Kit

Campaign Name

驗身自愛
(Check Your Health, Love Yourself) 

The Bold Headlines

This OOH campaign features provocative Chinese headlines designed to make people rethink the nature of their intimate relationships. One execution reads: “I have not had any tests for HPV and STIs. Don’t worry!” But with a strikethrough across several characters, the headline transforms into “I don’t have HPV and STIs. Don’t worry!”

我冇檢查過
性病同HPV㗎
放心啦！

Another says: “We’ve been together for so long, I share everything with you, including HPV.” When “including HPV” is crossed out, it becomes a simple declaration of affection.

一齊咁耐
我咩都同你分享
包括HPV

These executions illustrate the stark contrast between truth and lie, often separated by only a few words. Yet when sex is the incentive, those crucial words are more often omitted than included. 

More interesting executions to follow:

你係我
其中一個
一對一發展嘅伴侶

今期高風險HPV號碼
16、18、31、33、45、52 + 58
Check 咗先  希望你唔中！

佢有性病未曾講
你這剎那未能慌！

狂歡過後
唔想ONE NIGHT 驚
請記得驗HPV