HepaƟƟs C Reaching the High Hanging Fruit the TEST CURE LIVE Initiative What is TEST CURE LIVE? The TEST CURE LIVE ini a ve is a new campaign targe ng people living in Australia who cannot be reached through services for those with current risk factors. Campaign aim: engage and moƟvate people living with HepaƟƟs C (HCV) to speak to their doctor about tesƟng and/or cure. TEST CURE LIVE message was chosen because it is simple, direct and ac on-orientated. The concept of TEST CURE LIVE can also be translated across mul ple languages. The TEST CURE LIVE is informed by Hepa s Australia’s Reaching Out Report1, which analyses epidemiology, popula on data and stakeholder consulta ons. It defines and characterises sub-popula ons of people living with HCV who do not currently inject drugs and iden fies strategies to engage them.
TEST CURE LIVE audience
Hepatitis C - High Hanging Fruit
Piloting TEST CURE LIVE
People who do not currently inject drugs and don’t have the benefit of learning about the cure for hepa s C through drug and alcohol harm reduc on and/or treatment services.
TEST CURE LIVE - Pilot 1 Audience: people 50 years+ (predominately male) living with HCV LocaƟon: Oxenford, Gold Coast and Albury-Wodonga NSW/VIC Strategy: Strong emphasis on above the line (mass adver sing) ATL - Mass media adverƟsing Newspapers, Radio Adver sements at bus stops Adver sements in local shopping centres Adver sments at 7/11 service sta ons Posters
BTL - Targeted adverƟsing Targeted social media
Pilot Testing - Outcomes & Insights Pilot 1 - targeting over 50s Campaign adver sing drove visitors to the TEST CURE LIVE website. Market tes ng revealled that the adver sing collateral effec vely communicates that hepa s C is curable and addresses confusion around the ramifica ons of having heap s C A tude a er ad exposure
A tude before ad exposure Hepa
Coasters in local clubs (Albury)
People living with HCV who no longer inject drugs are largest target audience for the TEST CURE LIVE campaign. Evidence suggests that they are more likely to be aged over 50 years with a higher proporƟon of males than females.
s C is quite difficult to cure and stays who those who have contracted it for life
6.8
2.1
People who had a blood transfusion or received blood products prior to 1990 may be at greater risk of contrac ng hepa s C
7.6
8.6
People who have had dental or medical procedures overseas may be at greater risk of contrac ng hepa s C
7.6
8.6
Hepa
s C treatment is very involved and quite expensive
5.9
Ge ng a home-made ta oo or one from a non-reputalbe parlour increases the risk of contrac ng hepa s C Feeling red or a bit off can be a symptom of hepa Hepa
AcquisiƟon of hepaƟƟs C - people in Australia
8.5 8.9
sC
7.0
8.9
s C is rela vely easy to cure for the vast majority of people You can have hepa Hepa
8.5
Hepa
9.0
7.8
s C can be easily diagnosed by visi ng your GP
Injec ng drugs increases the risk of contrac ng hepa
7/11 service sta on advert
5.0
s C and not know it
9.0
7.5
sC
8.5
s C can be treated but not cured 2.8
9.0
6.7
Before exposure to the ad, the average score out of 10 for the statement Hepa s C can be treated but not cured; was 6.7 indica ng that most people agreed with this statement. A er exposure to the ad the average score out of 10 dropped to 2.8 highligh ng the effec veness of the ad in conveying its main message
Coasters
Examples of newspaper adverts
Scan the barcode to hear the TEST CURE LIVE radio advert
Pilot 2 - Vietnamese & Indian communities
TEST CURE LIVE - Pilot 2
People who no longer inject drugs - drug injec ng equipment People who currently inject drugs - drug injec ng equipment Country of birth Receipt of blood products prior to 1990 (Aust) & unsafe medical prac ces
Audience: Indian community and Vietnamese communi es LocaƟon: Melbourne (Indian) Vietnamese (Sydney) Strategy: Consult with key community organisa ons and leaders on strategy and resources and adjust to ensure they resonate and are culturally appropriate. Strong cultural iden fica on was conducive to BTL targeted adver sing. ATL - Mass media adverƟsing Radio
BTL - Targeted adverƟsing Targeted social media
Newspaper - print and online
Develop cultural specific collateral for use on social media
People living with HCV are not a homogenous group, however insights suggest a common aspira on.
Posters distributed to Indian and Vietnamese organisa ons
Australians living with HCV want to not only live, but live well. They want to enjoy life’s simple pleasures as they age.
U lise key opinion leaders (KOL) to disseminate informa on through their networks
TEST CURE LIVE engagement strategies Recommended strategies • Campaign collateral to be fresh, new, posi ve and upli ing • Images that portray a person/people enjoying life which evoke a desire to con nue to be able to do so • Combina on of above the line (ATL) and below the line (BTL) adver sing
Social media infobites
• Use both tradi onal and social media adver sing • Campaign logo that is clearly associated with hepa
Scan barcode to view all suppor ng materials
sC
• TEST CURE LIVE website that provides accurate, accessible and ac onable informa on on hepa s C tes ng and treatment • Suppor ng campaign messages to focus on, the availability of a cure, common symptom ( red) and risk factors • Consult with CALD communi es and tweak tagline and suppor ng messages to ensure they resonate and are cultural appropriate.
TEST CURE LIVE calls to action • Speak to your doctor about hepa
sC
• Visit the TEST CURE LIVE website • Call the na onal hepa
The radio advert tested strongest and moving forward it is recommended that radio be a key communica ons medium to the 50 plus demographic.
Broad support for the campaign from all communi es and individuals consulted. Co-branding with the Vietnamese Community in Australia (VCA) logo added further gravitas and credibility to the campaign messages and materials. Consulta ons provided insight into effec ve messaging and imagery Over 200 hardcopy posters distributed to and displayed at CALD health and community organisa ons. CALD health and community organisa ons distributed so copy materials (factsheets and infobites) to their networks Key opinion leaders supported the campaign and disseminated messages to their networks KOLs are important and effec ve campaign partners and their involvement should be con nued While portraying a posi ve message, the crea ve must also be able to speak to different CALD communi es. Culturally specific crea ve must include images / talent that resonate with the target groups. Nego a ng co-branding opportuni es for media and collateral materials with suitable organisa ons will endorse the campaign and provide for be er message cut through as well as credibility and support for a difficult issue. Press and radio adver sing for addi onal groups should con nue using exis ng press and radio ads but translated and tweaked for addi onal target groups.
TEST CURE LIVE - What’s next The lessons learnt from the pilot projects will provide a pla orm on which to build successful TEST CURE LIVE campaigns in 2018-2019 that connect with people living with HCV and mo vate them to seek hepa s C tes ng and/or treatment
Indian and Vietnamese posters
TEST CURE LIVE tag line tweaked to resonate and be culturally appropriate. Vietnamese Get Tested Get Cured Health is Gold. (Health is Gold is a Vietnamese proverb).
The Hepa s C Mapping Project Report2 and local knowledge of Hepa s Australia member organisa ons will be u lised to determine the most appropriate loca ons for future implementa ons of TEST CURE LIVE campaigns.
Indian tag line changed to Get Tested, Get Cured, Live your Life An image of a formal medical scenario was thought to be more effec ve for the Vietnamese community.
s informa on line
Author: Wendy Anderson, Hepa s C Program Manager,Hepa s Australia wendy@hepa tsaustralia.com Ph: 02 6232 4257
www.testcurelive.com.au
Disclosure of Interest Statement: The TEST CURE LIVE campaign is a component of Hepa s Australia’s Hepa s C Educa on and Awareness Project funded by the Australian Department of Health.
References: 1. Hepa
s Australia, Reaching Out Report , April 2017
2. ASHM, First Na onal Hepa
s C Mapping Project Report, 2016