Educational video, booklet and poster design for hepatitis C awareness campaign within the NSW prison system, funded by The University of NSW (represented by The Kirby Institute)
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 as well as the NSW prison system 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.
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 and an educational video.
Utility Creative - producing
Daniel Potenza - b-roll filming
Stina Johansson - filming, animation, editing and title design
Geordan Gullock - voice over talent
Design and photography by Stina Johansson
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