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Ogilvy Public Relations Sydney | CSL Gardasil | An Australian Story To Eradicate Cancer
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| Gardasil is the world's first vaccine for protecting against HPV, a virus that causes cervical cancer. In 2006, however, this was not considered
'a priority disease' in Australia, despite hundreds of women dying from cervical cancer each year.
The makers of Gardasil, bio-pharma company CSL, appointed Ogilvy PR to achieve a very specific aim: help secure national government
funding for the vaccine. If successful, this would change the lives of Australian women forever.
The campaign used the theme of an 'Australian story', and featured well-known mothers and their daughters. In addition, the profile of
Gardasil's inventor, Dr. Ian Frazer, was significantly increased. In something of a coup, he was declared 'Australian of the Year' in 2006.
The Ogilvy team succeeded in generating national enthusiasm for Gardasil, leading to widespread public expectation that the vaccine would
be funded. On the 29th of November 2007, the Australian Prime Minister announced the universal funding of Gardasil - a year earlier than hoped for.
He called it 'a great day for Australian women'. |
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