Narrow Door is proud to have once again partnered with MSD to curate its HPV awareness campaign, themed “The Big Ask”, which aimed to turn HPV into a public talking point about social life and sexual health. 

The Idea

HPV discussions remained held back by hesitation because they touched on deeply personal matters. The Big Ask campaign cut through this silence by spotlighting questions people secretly searched about HPV but avoided asking aloud. We wanted to drive meaningful conversations about HPV—because the only bad questions were the ones left unasked.

The Frequently Unasked Questions (Now Asked)

1. 有冇咩特徵，睇得出個男仔有HPV？ (How do you spot a guy with HPV?)

2. 椰菜花唔理佢，就會冇事？ (If you ignore ‘cauliflower’ (genital warts), will it go away on its own?)

3. 有過性經驗⋯預防HPV相關疾病仲有冇用？ (Is HPV prevention useless after sexual experience? )

4. 想出軌先會去預防HPV相關疾病？(Do people only prevent HPV when they are going to cheat on their partners? ) 

Selection of Celebrities

The campaign featured two A-list celebrities as spokespersons, making HPV conversations instantly relatable to its core audience: socially engaged, sexually active young adults.

• Lin Min Chen (林明禎) – Adored as a “goddess” by male audiences
• Tyson Yoshi – His charismatic bad-boy image adds credibility to sexual responsibility messages

Tone

The campaign uses a lively, vivacious treatment to make HPV conversations appealing to young audiences—because serious topics don’t need serious tones to land.

The full campaign rolled out with a lead video, four question-based executions, a key visual, and social media engagement—turning private curiosities into public dialogue.