Each year, hepatitis C kills more people in Australia than HIV, yet only 2% of an estimated 220,000 patients receive treatment. With the advent of new treatments which greatly improve cure rates, MSD saw an opportunity to develop a campaign to empower patients to seek treatment (rather than doing nothing and risking their health).

There were many barriers to overcome. hepatitis C patients are highly stigmatised in society and seeking help is a difficult thing for them. Further, treatment is no walk in the park and so a large commitment must be made to undergo treatment.

Our campaign focused on a sense of self-achievement in overcoming a long-standing enemy. The campaign was highly targeted to areas with a larger proportion of patients and the call to action was for patients to 'start their fight' by seeing a Dr or talking to Hepatitis Associations for more information.

Results showed a large about of interest by those diagnosed in the localised areas and an uplift in calls to patient associations. Referrals to liver clinics also increased during the campaign period.

The creative had to be highly visible, engaging and have a clear call to action.

The creative featured a close-up headshot of 1 of 3 patients (Vietnamese woman, Caucasian woman and Caucasian man) including copy encouraging the patient to start their fight. We wanted our talent to mirror the patients so they were realistic (and patients could identify with them).

The campaign was confronting yet empowering. It demanded to be noticed by our target audience and stir decisiveness and action instead of continuing to hide. It was time for patients to ‘Start Their Fight’.

The media spend was relatively small and therefore, a highly localised approach was taken within these specifically identified areas. An integrated strategy was employed including a mix of outdoor, direct, print and online media. Patients were referred to a website featuring more detailed patient stories, and advice including information to take to their doctor appointment.

In a three month period with the two very localised campaign areas, we recorded almost 4,000 unique visitors to the website from a 25km radius of ATL media (out-of-home, local print, direct mail), approximately 30% came from direct visits and 70% via paid search.

When asked in a short web-based survey what their next action would be, the largestresponse was ‘go and see my GP for advice and information’.

The campaign was supported by Hepatitis Australia and Hepatitis NSW & VIC who recorded increases in calls to their helplines that were directly attributable to the campaign. An increase in referrals of patients to Liver Clinics was recorded.

'I love it. Its straight to the point. People will get tested and go for treatment. Hep C won’t be silent anymore. It’s not stigmatising the people affected—its good news that the virus can be killed.' Hepatitis NSW staff & recovered Hep C sufferer