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Rethinking Hepatitis

by World Hepatitis Alliance
with support from Ketchum

Summary of work

In 2014 the World Health Organization (WHO) and World Hepatitis Alliance wanted to reach more people and educate them with lifesaving information about viral hepatitis – the world’s seventh biggest killer. They also wanted to drive the initiation of national hepatitis strategies.

Launched on World Hepatitis Day, our Hepatitis: Think Again campaign encouraged people to challenge perceptions about hepatitis, long stigmatised as a disease caught from dirty needles or tainted blood. Our goal: change minds, spur action and confront stigma head-on.

We created myth-debunking posters and launched our campaign at the 53-nation Commonwealth Games - where we built the world’s largest Tweet Wall. We used an innovative new social media platform, Thunderclap, to reach 14.5 million people through supporters such as WHO, UNICEF, The Guardian, Stephen Fry, Jack Whitehall and Dr Christian Jessen. To make our message memorable, we made it singable. A puppet band video of our theme song went viral on YouTube, reaching nearly 750,000 views.

Most importantly 157 countries and 87 governments joined our campaign, calling for action, among them Barack Obama and David Cameron. It was the most engaged World Hepatitis Day to date, reaching 148 million people via Twitter, as well as generating 3,875 media articles. 

Judges' comments

This was simply huge, both in terms of ambition and impact. The team engaged with governments to drive action across multiple markets, which resulted in real change and governments taking action.


One Heart support programme - by AstraZeneca UK
with support from Atlantis Healthcare

Highly commended

Assure patient support programme (Asacol®) - by Actavis and Allergan UK
with support from Atlantis Healthcare

Highly commended


Don’t Turn Your Back On It (Global) - by AbbVie
with support from Biosector 2

Positive Conversations - by Gilead
with support from inVentiv Medical Communications

SymTrac – A master class in patient-centred programme design - by Novartis
with support from Aurora

Rethinking Hepatitis - by World Hepatitis Alliance
with support from Ketchum

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022