Team : Julia Karovina (Art Director), Susan Lee (Copy)

Concep Class at Patients & Purpose, 2018

Creative Brief

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Background:

Hepatitis C is a viral infection that causes liver inflammation, sometimes leading to serious liver damage. The hepatitis C virus (HCV) spreads through contaminated blood.

About half of people with HCV don't know they're infected, mainly because they have no symptoms, which can take decades to appear. For that reason, the U.S. Centers for Disease Control and Prevention recommends a one-time screening blood test for everyone at increased risk of the infection. The risk factors for hepatitis C infection are blood-to-blood exposures, such as injection drug use, having received a blood transfusion, having a needlestick injury, immunization with jet injectors (air-gun injection) or other military-related blood exposures, and many more. A stealth virus, it can live in an individual for years without symptoms. When finally diagnosed, the disease may be so far along a patient has severe liver damage, cirrhosis and even liver cancer — and no treatment can help.

Audience: Vietnam veterans —dates of service 1964 through 1975
Audience Insights:

• More than 5 percent of U.S. veterans are infected with chronic hepatitis C, which is triple the rate of the general population. Nearly a quarter million veterans have hep C, and approximately 174,000 are under the care of the Veterans Health Administration (VHA). An estimated 50,000 veterans still have not been diagnosed. 

• Because of the stigma associated with the disease (drug abuse), many people refuse to even get tested. As a result, they don't get the treatment and support they need. The reality is: the majority of people who have Hep C got it at no fault of their own (e.g. blood transfusion, blood donations, immunization with jet injectors (air-gun injection) or other military-related blood exposure.

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• Additionally, men just don’t go to the doctor as much as women do. A mix of busyness, fear, shame and discomfort keep men out of the doctor’s office. The biggest factor is that they’re afraid of finding out what might be wrong.

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Creative Strategy: Don't wait for symptoms, get tested for Hep C now.

Tone: Hopeful, Confident, and Supportive

Brotherly Bond Campaign

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Insight:

Vietnam veterans have shared a mutual experience that brought them together and developed into long standing relationships. Some of those who served together lost touch after returning home from the war, but the bond of service still holds them together.

Big Idea: There is a close-knit community of Vietnam veterans who have each other’s backs to this day.

Tag Line: Brotherly bond, beyond DNA

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Tactics and Channels:

1. TV show “Side-by-Side” at Vet TV

2. Radio spot at Vietnam Vet Radio

3. Print Ad spread in Vietnam Magazine

4. Bus Shelter Ad

5. Printed Brochure

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