ABBVIE
BREAKING DOWN THE STIGMA OF HEPATITIS C
Brief
Use a creative approach to raise awareness of chronic Hepatitis C in New Zealand with audiences outside the mainstream.
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.
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
