The challenge
01
Hepatitis B is the #1 risk factor for liver cancer, yet the most impacted communities in the U.S. face pervasive misperceptions that prevent them from hepatitis B and liver cancer screening.
The solution
02
We created a strategic plan to use partners as trusted community leaders to raise awareness of the connection between hepatitis B and liver cancer – and help audiences overcome cultural barriers.
Community insights drive local impact
We synthesized community focus group insights to highlight synergies and differences among cultures. Then we used the insights to tailor and build foundational strategic communications guidance, including developing comprehensive messaging documents and a strategic communications plan with a surround-sound approach via local partner engagement among other channels.
The impact
03
Local communities engaged
Stemming from the strategic communications recommendations, the Hepatitis B Foundation created highly tailored communications products to enable local, trusted community partners to engage residents. The Foundation is working with Asian, African and Pacific Islander community leaders across the U.S. to launch the multi-lingual, multi-platform campaign in 2023.
