Takeda Vietnam Pharmaceuticals, in collaboration with Dentsu Redder, has launched the “DeRIGHT-V 1.0” campaign to bring the hidden dangers of dengue fever in Vietnam into the public eye. Dengue often goes underestimated in the country, with many people recognizing its risks only after personal or family experiences. This campaign aims to change that by turning abstract health risks into tangible and actionable awareness.
Instead of using medical jargon, the campaign communicates through symbols, stories, and shared experiences in everyday cultural spaces. At the center of the initiative is the “Dice of Dengue”, a visual metaphor highlighting the unpredictability and risk of ignoring health precautions. This symbol has been integrated across digital, print, and film platforms to emphasize that leaving health to chance is a dangerous gamble.
Timed with peak dengue season, the campaign includes a digital film, “Stop the Dice”, which dramatizes the chaos of leaving health to chance and contrasts it with the calm of preventive measures, including vaccination. In addition, “Zoo Against Dengue”, a first-of-its-kind partnership with Saigon Zoo, transformed animal enclosures into interactive storytelling stations. Families could engage with fun games while learning about dengue prevention, connecting health education to familiar, everyday experiences.
Takeda Pharmaceuticals highlighted the importance of the initiative, stating, “As a company, we have a responsibility to help communities see, understand, and embrace the protection that medical science can offer. This campaign transforms awareness into action, making families personally involved in prevention.”
Duy Thong, CEO of Dentsu Redder, added, “Takeda trusted us to make this campaign resonate culturally, not just clinically. We combined urgency with warmth to invite families into the conversation on prevention, integrating public health into everyday life.”
The DeRIGHT-V 1.0 campaign represents a new benchmark for pharmaceutical advertising in Vietnam. By blending creative storytelling, cultural relevance, and on-ground activations, the campaign has successfully moved dengue from background awareness into urgent public discussion. Its approach includes:
- Cross-sector partnerships (e.g., Saigon Zoo) to reach families in familiar and trusted spaces.
- Symbolic storytelling with the “Dice of Dengue” to transform abstract health threats into relatable calls to action.
- O2O engagement (online to offline) to ensure nationwide reach while driving on-the-ground vaccination.
Through this innovative approach, Takeda Vietnam and Dentsu Redder have created a campaign that not only educates but also motivates communities to act, demonstrating how creativity can play a crucial role in public health advocacy.
Credits
Brand Team
Duy Nguyễn – Senior Brand Manager
Nguyễn Đặng Của – Brand Team
Chiến Trần – Brand Team
Team Strategy & Client
Hoàng Đạo Hiệp – Client Partner
Phan Lê – Strategy Director
Team Creative
Mai Lê – Senior Creative Director
Đạt Hilton – Senior Creative Manager
Lý Bảo Trân – Creative Executive
Tăng Hoàng Yến – Creative Executive
Team Art
Vân Thiên Tường – Art Director
Phú Quý – Senior Graphic Designer
Minh Hiển – Graphic Designer
Tố Tâm – Motion Graphic Designer
Team Producer
Sang Ngô – Head of Production
Beanie – Senior Producer
Hưng Jo – Producer
Team Account
Hiếu Bùi – Account Director
Trang Ái – Associate Account Director
Thịnh Theo – Senior Account Executive
Ý Bùi – Account Assistant
Team Social
Quế Chi – Social Manager
Hương Nguyễn – Associate Manager
