COI - Dept of Health - Hepatitis C: Hepatitis C Asian Campaign

Emerging evidence from UK blood donor screening suggests that people of South Asian origin may be at an increased risk of the Hepatitis C infection. This paper explains how a small budget integrated campaign raised awareness of the disease amongst South Asians in the UK, a group who commonly linked the disease with objectionable practices such as prostitution and drug taking. The creative strategy developed illustrated the risks of contracting hepatitis C through simple, everyday behaviour. A TV, radio and digital campaign resulted in 878 calls to the helpline and 1.5 million impressions from three weeks of banner advertising.