Hepatitis C Public Education
and Risk Reduction Campaign
New Mexico Department of Health

In 2002, Cooney, Watson & Associates, Inc. was engaged to provide professional services to the New Mexico Department of Health’s hepatitis program in planning and implementing media for an outreach campaign targeting men and women who are at risk for being infected with hepatitis, namely hepatitis C.   

Challenges

• Develop a campaign to encourage at-risk men and women aged 18-39 in Bernalillo and Rio Arriba counties to know their risks and get tested
• Create a culturally-sensitive campaign inclusive of Anglo and Hispanic audiences
• Design and test simple, yet hard-hitting print and broadcast materials
• Educate the targeted audience on their risk for being infected with hepatitis A, B and C and increase vaccinations of persons at risk for contracting hepatitis A or hepatitis B
• Generate calls to 1-800 hepatitis hotline

Activities

• Development of a campaign logo
• Creation of 2 TV commercials (one in English and one in Spanish) that utilized a unique “live still animation” approach
• Creation of 2 radio commercials (one in English and one in Spanish)
• Development of four panel brochure that included a “Know Your Risks” quiz and “Know Your A, B, Cs” hepatitis overview
• Kickoff of the campaign at two large press conferences in central and northern New Mexico
• Focus group testing of campaign concepts with Anglo and Hispanic groups in Bernalillo and Rio Arriba counties
• Strategize and effectively place a media buy to reach identified population

Results

• Shortly after the campaign launch, the Centers for Disease Control recognized the campaign nationally as a “CDC Spotlight” on the CDC website
• Phone calls to the 1-800 hotline increased by 400% during the campaign
• Bernalillo and Rio Arriba launches generated over $3,500 in earned media
• Individuals infected with hepatitis C delivered emotional testimonies that made an impact with the media

Materials developed
for this campaign:

• Logo
• Poster
• Press conferences
• TV and radio commercials in English and Spanish
• Media Plan placement
• Fact Sheets
• Brochure

View Samples: