LOUD develops awareness campaign for Hep B

LOUD Multicultural has developed and will launch an awareness campaign about Hepatitis B for Bristol-Myers Squibb[BK1]  Australia, on Sunday 3rd July.

Says JoeVan Trump, executive creative director of LOUD: “Encouraging consumers from at-risk backgrounds to speak to their trusted GP was the key plank of the campaign.  GPs can test for the virus and advise their patients on the best treatment options.”

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Extensive research was undertaken to identify the level of community awareness and understanding; as well as the barriers to, and motivators for, seeking a hepatitis B test and/or treatment. The insight was that these audiences recognised that Hepatitis B is associated with liver damage and that by showing the virus as an indiscriminate threat to the whole family, those at risk would be more motivated to get tested.

“We chose to tackle the challenge of the lack of knowledge about Hepatitis B by using an original visual device that would both educate and create a sense of urgency to see their doctor – now,” said Lou Petrolo, director LOUD Multicultural.

“It is the first time a fully-integrated Hepatitis B awareness campaign targeting multicultural communities in NSW and Victoria has been developed using all of the most effective communications touch points, including outdoor, digital, ethnic press, radio, DM, and satellite TV – another first for this campaign,” added Petrolo.

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