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The Philippine Star
December 16, 2025 | 12:00am
MSD in the Philippines president and managing director Andreas Riedel, Vaccines Business Unit director Ethel Calma and the team behind the ‘Di Mo DeCERV!’ campaign celebrate its Bronze win at the 2025 ICE Awards, recognizing MSD’s continued commitment to advancing HPV awareness and prevention in the Philippines.
STAR / File
MANILA, Philippines — 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.
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.
‘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 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.
This achievement underscores MSD’s unwavering commitment to HPV prevention and the global mission of cervical cancer elimination.
The company remains aligned with the World Health Organization 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.
