Most awareness campaigns succeed in informing people but fail to change what they do.
So how do you design marketing that actually changes behaviour? In this episode of SMARTIES Studio, Rohit Dadwal is joined by Saby and Chau Phan to unpack the award-winning “Thank You From Your Future Self” campaign for MSD Vietnam.
Instead of relying on fear, the campaign used emotional proximity, future thinking and a coordinated ecosystem of healthcare professionals, media and technology to transform awareness into meaningful action.
The conversation explores why behaviour change begins long before creativity, why trust matters more than media volume, how healthcare marketing can borrow lessons from financial services, and why the future of purpose-led marketing lies in building ecosystems—not campaigns.
Whether you’re building brands, shaping public health initiatives or leading marketing transformation, this episode offers practical lessons on creating campaigns that deliver both societal and business impact.
