ABBVIE

BREAKING DOWN THE STIGMA OF HEPATITIS C

Abbvie
Porter Transformer

Brief

Use a creative approach to raise awareness of chronic Hepatitis C in New Zealand with audiences outside the mainstream.

Porter Transformer

Approach

With a ‘hard to reach’ audience, Hepatitis C messages around risk factors, testing and treatment required an approach that media relations couldn’t achieve.
We worked with influencer Richie Hardcore on a series of content related to IV drug use, tattoos and boxing.
The content co-created with Richie was extremely powerful with a strong call to action to get tested for HepC shared thousands of times.

Porter Transformer

Impact

  • 77,000+ people saw the posts
  • 19,995 people engaged with the content
  • There were 1,730 reactions and likes
  • 127 comments
  • 56 shares
Richie Hardcore
Richie Hardcore

Let's Talk

Our actions speak even louder than our words. Talk to us today about how we can tell your story - for good.
Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.

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