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The Grey Healthcare Group Award for Excellence in Health Improvement and Education

Sponsored by

Highly Commended

'Get tested. Get treated.' Hepatitis C disease awareness campaign

Roche Products and The Hepatitis C Trust in association with Virgo HEALTH


Summary of work

The ‘Get tested. Get treated.’ campaign targeted the ‘motivated mass’ of people who may have put themselves at risk of hepatitis C infection and are sufficiently health conscious to recognise this and take action. 

The campaign combined targeted activities aimed at higher risk audiences at UK festivals and in London, with a widespread UK regional media campaign. In total, media coverage had potential reach to over 45 million people, and thousands of individuals interacted with the highly targeted disease awareness activities. UK hepatitis C diagnoses increased by 35 per cent in Q3 2011 vs Q3 2010.

 

 

Executive summary as submitted

Judges comments

"Roche Products had a defined audience and well-designed campaign that clearly had an impact. I like the way the company stratified the target patient group, without trying to go too broad or too narrow. It was just really appropriate and well thought out."