MSD is dedicated to preventing cervical cancer through HPV vaccination. Initially limited to females under 26 due to vaccine supply issues, availability expanded under Healthy China 2030. To erase the belief that vaccination is ineffective for those 27+, MSD shifted focus from urgency to holistic wellness. Partnering with KEEP, a leading wellness app, they created a platform offering fitness classes, diet advice, and health information, including yoga classes promoting cervical health. Renowned trainer Ling led sessions, engaging MSD's core audience. Influencers and KOCs joined to advocate HPV protection. Participants shared their wellness journeys on social media. Despite budget constraints, the campaign effectively targeted their audience, reshaping perceptions and promoting proactive health measures.