Hep B Foundation
Project: Connecting the dots between hepatitis B and liver cancer
Encouraging testing and linkage to care
Hepatitis B Foundation had significant audience research from diverse U.S. communities, but needed help translating those insights into a strategic communications plan to address misconceptions and encourage hepatitis B testing and linkage to care.
01The challenge
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.
02The solution
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.
03The impact
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.
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