MSD Vaccins
Not just for girls
AFEF
Noise against Hepatitis C
With #DUBRUITCONTRELHÉPATITEC, AFEF launches a national prevention campaign to eradicate hepatitis C.
Context
A global public health issue since 2014, the elimination of hepatitis C has become a public health priority in France since March 2018. The goal is to eradicate this disease by 2025. In France, 75,000 people are unaware they have hepatitis C, a blood-borne disease that can affect anyone. Often referred to as "silent," hepatitis C does not produce symptoms but can progress to cirrhosis or liver cancer if not detected in time.
Problem
Yet today, hepatitis C can be cured in just a few weeks with treatments accessible to everyone. So how can we raise public awareness about the disease and encourage testing without resorting to a dramatic and anxiety-inducing prevention campaign?
Our Idea
Countering the silence of this disease by making as much noise as possible against hepatitis C, we created a loud campaign: a memorable film and a presence at the heart of the Tour de France with a giant megaphone to spread our message across France, thus breaking the silence surrounding the disease.
The campaign
Creations
At the heart of the campaign ecosystem, the film #DUBRUITCONTRELHÉPATITEC, directed by comedian Éric Judor, combines information, positivity, and humor to educate about hepatitis C. The film portrays a man who becomes aware of his mission: to talk about hepatitis C with those around him to encourage testing. Supported by the creation of a website as a central hub of the campaign, it provides visitors with more information about the disease, its treatment, modes of transmission, risks of progression, and encourages testing.
Mediums
With #DUBRUITCONTRELHÉPATITEC, the disease finally emerges from silence and reaches a wide audience through a comprehensive 360° strategy: on television, in national newspapers and women's or health/well-being magazines, through displays in over 865 train stations, in waiting rooms of healthcare professionals, with a dedicated campaign website, a series of posts on various social media platforms, and finally, the event aspect with our participation in the Tour de France featuring extensive print materials.
Links
More projects
Gilead
Pink Pause
