NOISE AGAINST HEPATITIS C

AFEF

#NOISEAGAINSTHEPATITISC - Case

With #NOISEAGAINSTHEPATITISC, the AFEF has signed a national prevention campaign to eradicate hepatitis C.

A worldwide public health cause since 2014, the elimination of hepatitis C has become a public health priority in France since March 2018. The aim is to eliminate this disease by 2025. In France, 75,000 people are unaware that they have hepatitis C, a disease that is contracted through blood and affects everyone. Hepatitis C is known as “silent” because it does not have any symptoms but can develop into cirrhosis or liver cancer if it is not detected in time.

However, nowadays, hepatitis C can be cured in just a few weeks with treatments that are accessible to everyone.

Today, for the first time, the AFEF, supported by the SOS Hepatitis patient association and the Abbvie and Gilead pharmaceutical companies, is taking the floor in order to encourage screening and provide information to the general public and healthcare professionals about hepatitis C, how it is transmitted, and its treatments.

Our idea: To break the silence of this disease by making as much noise as possible about hepatitis C.

#NOISEAGAINSTHEPATITISC, a positive prevention campaign to encourage the French to get tested.

A global campaign:
The campaign is created around three key messages and a unique call to action returning to screening. The campaign’s key messages are the following:
- 75,000 people are unaware that they have hepatitis C
- Hepatitis C affects everyone
- Nowadays, hepatitis C can be cured

The call to action is established in order to encourage people to get tested directly: Hepatitis C can silently destroy your liver. Break the hepatitis C silence. Get yourself tested.

With #NOISEAGAINSTHEPATITISC, the silence surrounding the disease is finally broken and it is exposed to the greatest number of people possible through a comprehensive campaign: Television, press, train station displays, waiting room displays, websites and social networks with hashtags #NOISEAGAINSTHEPATITISC. All of these supports have been developed with the same aim: to raise awareness and encourage screening.

Affiches AFEF

#NOISEAGAINSTHEPATITISC - Film

The film
At the heart of the campaign’s ecosystem, the film #NoiseAgainstHepatitisC, produced by the comic Eric Judor, combines information, positivity, and humour in order to educate people about hepatitis C. This film tells of the awareness of a man on a mission: to talk about his experience of hepatitis C in order to encourage screening.

Press and train station displays

The printed press is an integral part of the campaign’s ecosystem. Key prevention messages are stated and adapted to numerous supports: national newspapers, women’s magazines, and specialised publications around the themes of health and well-being.

In order to raise awareness amongst French people, our messages have been rolled out in 865 rail stations across France: Paris, Lille, Nice, Nancy, Bordeaux, Marseilles, Angers, etc. In the form of a digital display, we have relayed the campaign’s key messages and encouraged passers-by to get themselves tested.

Website

The website is one of the campaign’s pivot points, enabling visitors to find out more about the disease, how it is transmitted, the risk of progression, and treatments, whilst encouraging screening.

The website also highlights the number of people getting themselves tested and making appointments with their doctor. 

Social media
Social media support is developed in order to promote the campaign, provide information about the disease and risk factors, and to encourage screening. The content, aimed at the general public, is formulated around various themes: information relays, encouragement to get tested, informational and educational posts, and patient testimonies.

Communication with professionals
This communication component aimed at healthcare professionals started upstream in order to make them aware, whilst medical authorities announced working on the expansion of medical prescriptions to all doctors.

Tour de France makes some noise against Hepatitis C
In 2019, we introduced the #NOISEAGAINSTHEPATITISC prevention campaign throughout France to coincide with the Tour de France.

We took advantage of the exceptional visibility this global sporting event offers - the third most watched in the world - to drive home our message throughout the country of making noise against this silent disease. With 21 stages throughout a race course of 3,480km and 12 million spectators, the Tour de France is the world’s noisiest event, certainly a boon for a campaign to MAKE NOISE AGAINST HEPATITIS C.

Throughout the month of July, we travelled the length and breadth of France and 37 regions to meet with the public and raise awareness of hepatitis C and the importance of screening. Our comprehensive campaign included: 

- Two noise-making vans, equipped with their very own sound measuring devices and painted in the colours of the campaign, distributing educational advertising material on hepatitis C to spectators at the roadside as part of the Tour de France caravan..
- On-site prevention and screening activities with the information vans and rapid-diagnosis test stands in every departure and arrival village, as well as in the fan parks.

- A digital accompaniment to our efforts on social media, pushing our message and opening conversations with the French public along the way.

We designed two noise-making vans for the advertising caravan and more than 200,000 educational goodies on hepatitis C, screening and recovery were made available. Over the course of the month, AFEF and SOS Hépatites teams travelled the roads of France handing out these goodies whilst raising public awareness on recovering from hepatitis C and the importance of screening.

The results? During the 3 weeks of the competition, people across the country were exposed to our messages, whether by the roadside or whilst watching on television. AFEF and SOS Hépatites teams ran 600 rapid-diagnosis tests during the Tour de France and handed out 180,000 goodies to spread our awareness and prevention messages. On social media, 9.7 million people were exposed to our awareness-raising and prevention messages. Visibility was even greater through traditional media, with a global audience of 212 million people via television and radio.


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