HEP C - AWARENESS CAMPAIGN FOR PEOPLE WHO INJECT DRUGS (PWIDs)

CONCEPT / WRITING

 

CHALLENGE

People who inject drugs have a 70% chance of contracting Hepatitis C. They're also disengaged with taking advice due to always being judged and told to stop taking drugs. We're not judging, we're simply asking them to take one extra drug to reap the benefits of being cured. Our job was to create awareness amongst this difficult-to-reach demographic and drive them to get tested.

 

INSIGHT

PWIDs are sick of being preached at and being told what and what not to do. 

 

IDEA

In addition to the print materials we looked at the kind of environments in which we could reaching this audience. We proposed placing the message inside empty pill containers and placing them on the street, in alleyways and in nightclubs where, out of curiosity, PWIDs would pick them up and hopefully engage with our message.