What better way to get potential patients behind your medication than to turn them into aspiring marketers? That’s what the Novartis vaccines division is doing with its new FluFlix Video Contest. The gambit aims to promote vaccination among youngsters by enticing them to create a promotional video that will be posted on YouTube.

“Make it funny. Make it dramatic. Make it your own,” implores the Novartis plug. “To enter, create a short video that shows the seriousness of getting the flu, how it spreads, and why you should talk to your doctor about getting an influenza vaccination…The winning video will be seen by adoring fans across the globe and you’ll gain street cred as a bona fide contest winning filmmaker.”

Imagine if Merck sponsored such a contest for Gardasil?