Liver Life

Background

Diagnosis and treatment options for hepatitis C have significantly advanced in recent years with the introduction of less invasive diagnostic technology and simpler treatment options.

The Kirby Institute together with the University of New South Wales have developed a free Fibroscan program to be rolled out in needle exchange centres to assess the liver health of at risk candidates.

Initial research with the target audience highlighted a lack of willingness to undertake such tests with participants citing that they were averse to finding out ‘bad news’ or had heard ‘horror stories’ from their peers about the invasiveness of older testing procedures.

Challenge

The challenge was to devise a campaign brand to persuade a sceptical and reluctant audience to take the test and get treated if diagnosed.

A unique visual language was developed and people from the target audience with hepatitis C or who had undertaken the test were photographed and filmed telling their stories.

The visual language and stories were tested amongst the audience to determine their effectiveness.

Final deliverables included a short booklet, a series of posters, a series of short videos and a website.