MSD’s ‘Di Mo DeCERV!’ Bags Bronze at the 2025 ICE Awards for Advocacy Excellence

MSD in the Philippines’ ‘Di Mo DeCERV!’ campaign has been awarded Bronze in the Advocacy category at
this year’s ICE Awards, a distinguished program led by the Media Specialists Association of the Philippines
(MSAP). The recognition celebrates the campaign’s breakthrough approach in shifting public perception
on HPV and cervical cancer prevention, further strengthening MSD’s position as a leading voice in
protecting the health and well-being of all people at risk of HPV-related diseases.

The ICE (Innovation, Creativity, and Effectiveness) Awards, now on its fifth run, honors outstanding media
thinking and communication across seven categories: Single Medium, Multimedia, Activation, Advocacy,
Data, Branded Content, and Regional. Judging is evenly weighted across innovation, creativity, and
effectiveness, with this year marking its most competitive cycle yet: 268 entries, and 165 campaigns
emerging as finalists and winners across industries including FMCG, real estate, communications, and
technology.

A Campaign That Moved Filipinos From Awareness to Action

‘Di Mo DeCERV!’ distinguished itself through a powerful, culturally tuned approach that helped elevate
cervical cancer conversations among Filipino families. Through an extensive out-of-home (OOH) presence,
spanning indoor LEDs, lamp post banners, lightboxes, and bus wraps, the campaign turned HPV awareness
and its call to action into a constant reminder woven into the day-to-day commute.

Beyond visibility, the campaign resonated where it mattered most: in the choices people make. It sparked
thousands of conversations, inspired organic sharing within communities, and encouraged more Filipinos
to seek credible information about HPV and cervical cancer. This shift in curiosity and behavior translated
into higher awareness and a more proactive mindset toward vaccination and screening.
Ultimately, ‘Di Mo DeCERV!’ proved that when advocacy speaks the language of the people, it can create
real momentum, moving Filipinos from passive awareness to meaningful action in safeguarding their
health.

Strengthening the Fight Against HPV and Cervical Cancer

This achievement underscores MSD’s unwavering commitment to HPV prevention and the global mission
of cervical cancer elimination. Through long-running initiatives such as Guard Against HPV, nationwide
education efforts, and partnerships with healthcare experts and institutions, MSD continues to empower
families with timely, science-based information. The company remains aligned with the World Health
Organization (WHO) targets for 90-70-90, advocating for early protection, accessible screening, and
equitable care for all.

As MSD continues its work to protect more communities, Filipinos are encouraged to learn more about
HPV, prevention options, and cervical cancer through Guard Against HPV (https://guardagainsthpv.ph/),
a dedicated resource hub offering tools, stories, and guidance to help families make informed decisions.
The ICE Award win stands as a testament to what purposeful communication can achieve: a nation one
step closer to a future where HPV is no longer a threat to people of all genders, and where cervical cancer
becomes a preventable disease rather than a life-limiting reality for Filipino families.