MSI (Marie Stopes International) is an NGO providing contraception, safe abortion services, high-quality medical packages for gynecological infections and cervical cancer as well as recommend some family planning measures that enable women all over the world to choose their own futures.

Campaign Workers Reached


Campaign Effectiveness

2x Inquiries

Number of  Applications Created


MSI - Don't Let Cancer Be Apart of your Family

The Challenge: Empowering women

The challenge is to empower these workers to step outside of their comfort zone to get healthcare testing services. The mindset of Vietnamese women, especially low-income factory workers apart from paying the expensive fees for healthcare services, most women try to avoid these services because they are afraid of finding out of any potential healthcare issues. Furthermore, finding out certain health issues will put them in a position of “culture shame” and reproach among their families and friends.

Many ideas were sketched

We sketched out many ideas for the key visuals, but only a few stood out. We knew what we must do. Capture these ideas in real life.

MSI - Breast Cancer Campaign

The what "could be" concept

From working with the client we discovered that women, like everyone else, hates seeing the doctor. Most mothers and wife also prioritize their family over themselves. We knew that if we could flip the perspective and showed the women that taking care of themselves is also taking care of their family we could get women to engage more.

The concept Align came up with was to show the women a photo of themselves sick juxtaposed with their happy family life. Their happy family photo is overlaid with a sad photos of their mother in the hospital and sick.

Campaign applications for engagements

We knew we had a great concept, but how do we get busy working women to approach, talk, and try out the health services. We designed gift pages, posters, banners, booths, booklets, and social media through facebook and Zalo to attract workers.

MSI - Breast Cancer Campaign

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MSI - Breast Cancer Campaign

"We worked with Align to build a creative campaign raising awareness about female reproductive health issues towards female factory workers in Vietnam. Align came up with visuals which helped to catch attention of the women we served and convey the message which had been difficult to explain in a simple way otherwise. They created a brand platform and adapted all marketing materials to be consistent and visually attractive. Align team was very flexible to accommodate our requests while helping us to stay within the budget. They were very responsive so the cooperation was smooth.

The campaign reached several hundred thousand workers, doubling the number of inquiries about reproductive health services. After miscommunications, improved workflow by assigning a creative director to the project. Nevertheless, the team’s creative ideas made the collaboration successful."

PAWEL GORSKI Deputy Head Strategic Marketing
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