Hepatitis B, the world’s most common and deadly liver infection, disproportionately affects the Asian population. Within the community, the stigma of hep B is severe. Most do not seek treatment, and year after year, they die from disease progression like cirrhosis and liver cancer.

The Lunar Calendar plays a very important role in our audience’s culture, as it serves as a guide for prosperity by date. The Year of the Monkey was upon us and we learned that the Zodiac Monkey is known for his intellect, curiosity, and agility.

Here lay the opportunity to tap into cultural aspects of curiosity and action, as it relates to our specific population’s health. To break the stigma and empower our patients to take charge of their chronic hep B, 365 days a year through art featuring Sun Wukong—The Monkey King—an important figure in Chinese mythology.