Market research dictates that a lack of public knowledge of HCV, the fact that people can live with HCV for up to 20 years without showing symptoms, and the stigma remaining around the disease prevents people from seeking treatment. Our target audience were the ‘Undiagnosed’; those unaware that they may have the virus, and possibly unaware or misinformed about HCV. The strategic objective was to encourage the general public to reconsider HCV, reflect on whether they could have contracted the virus, and get tested. The key takeaway from research was that stigma remained a significant barrier. A concerted effort was made to explain that HCV could be caught through risk factors the audience could relate to, such as unsterile tattoos or body piercings, challenging their preconceptions about the disease. Our emotive film was deliberately designed to drive audiences to the campaign website and encourage testing.