Updates on CDC’s National
Viral Hepatitis Campaigns
Cynthia Jorgensen, DrPH
Amanda Carnes, MPH, CHES
Sherry Chen, MPH
Division of Viral Hepatitis, CDC
NVHR Webinar
May 4, 2016
National Education Campaigns
Goal 1.2 Decrease health
disparities by educating
communities about the benefits
of viral hepatitis prevention,
care, and treatment.
Two Major Campaigns
Know Hepatitis B Campaign
CDC launched the national campaign in June 2013
Goal: Increase testing for chronic Hepatitis B
Partnership: Hep B United
Audience: Asian Americans
Languages:– Chinese, Korean, Vietnamese (English)
Subsequent Phases:– Phase II - August 2014
– Phase III - March 2016
Campaign Website: www.cdc.gov/KnowHepatitisB
Communication ObjectivesPrimary Objective
• Increase testing for hepatitis B
Secondary Objectives
• Increase knowledge of key facts:– 1 in 12 AAPIs are infected
– 2 of 3 people infected are unaware
– Often no symptoms
– Blood test needed to determine if infected
• Educate about link to liver cancer
• Decrease cultural stigma associated with hepatitis B
Broadcast
• Video PSAs
Digital & Social Media
• Banner ads
• Infographic
• Posters
• Localizable templates for flyers and ads
Provider Clinical Tools
• Radio PSAs
• Buttons and badges
• Risk assessment card
• Fact sheets
• Print ads
Campaign Materials
Implementation Strategies
• CDC implemented campaign on national basis– Identified in-language media outlets throughout US
• Partner with Hep B United community members– Extend reach of the campaign into local communities
– Provide education, direct services and testing
– Leverage community leaders
Communication Strategies
Print TV/Radio News Outreach Digital New/Social
Media
Ads in relevant
cities
- Chinese
- Korean
- Vietnamese
Nationwide & city
specific
distribution
- Mandarin
- Cantonese
- Korean
- Vietnamese
- English
• Press releases
- campaign
- key events
• Matte articles
• News media
interviews with
HBU members
Banner ads
- Chinese
- Korean
- Vietnamese
• YouTube
• Blog posts
Hep B United
• Extends the reach of the campaign
• Conducts outreach activities in Asian languages
• Holds community health fairs and testing events
• Educates healthcare providers serving Asians
New Videos/TV PSAs
English
Mandarin
Cantonese
Vietnamese
Korean
NEW Ad/Poster
Print Materials, Posters, Digital Ads
Patient Education Fact Sheets
English
7 Asian Languages
English for Native Hawaiians and Pacific Islanders
English and French for African Immigrants
Community Resources
Provider Tools
Know More Hepatitis
CDC launched the national campaign in Fall 2012
• Goal: Increase HCV testing among those born 1945-1965 (aka baby boomers)
Audience: – Baby Boomers
– Primary Care Providers
Subsequent Phases:– Phase II – January 2015
– Phase III – April 2016
Campaign Website: www.cdc.gov/KnowMoreHepatitis
Communication ObjectivesPrimary Objective
• Increase testing for hepatitis C in people born 1945-1965
Secondary Objectives
• Increase knowledge of key facts:– Baby boomers are 5x more likely to be infected
– ~ 50% are unaware of their infection
– Often no symptoms
– Blood test needed to determine if infected
– Treatments can cure hepatitis C
• Educate about severity of disease & link to liver cancer
• Decrease stigma associated with hepatitis C and risk behaviors
Broadcast
• Video PSAs
Digital & Social Media
• Banner ads
• Pre-roll buys
Print/Out of Home
• Print ads
• Airport dioramas
Patient Education
• Posters
• Fact sheets
• Radio PSAs
• Buttons and badges
• Twitter & YouTube
• Billboards
• Transit ads Print ads
• Risk assessment
Campaign Materials
Provider Clinical Tools
• Algorithms• Webinars• Clinical summaries• Clinical training
(HepC online – CDC grantee)
Implementation Strategies
• Rely primarily on donated time and space
• Tactics include:– News media outreach
– TV and radio broadcast PSAs
– Print ads
– Airport dioramas, billboards, mall and public transit ads
– Social media and website presence
• Small budget for digital advertising
• Work with community partners to extend campaign reach
Campaign Materials
New TV PSAs
New Print/Digital Materials
Campaign in the Field
TV PSA Airplay
Total Markets: 49
Total Value: ~$8.8 million
Total Impressions: ~1.2 billion May 2013 to November 2015
Summary of Campaign Reach
to Baby Boomers*
6.7 Billion
Impressions*
~$23 Millionin Donated Media Value
*Based upon available data; vastly under-reported
Hepatitis C - Provider Tools
Hep C Online
http://www.hepatitisc.uw.edu/
OTHER UPDATES & RESOURCES
Hepatitis Risk Assessment• Purpose: Easy to use, online tool designed to assess a person’s
risk for hepatitis A, B and/or C
• Audiences:– Baby Boomers
– Asian Americans
– People with past risk behaviors or events
• Application: Used in privacy of person’s home or at a doctor’s office
• Action: Tailored CDC recommendations to foster dialogue with provider
• Located: http://www.cdc.gov/hepatitis/RiskAssessment/
Sample Recommendation – Baby Boomer
Sample Recommendation – Hepatitis B
Promoting the Risk Assessment
http://www.cdc.gov/knowmorehepatitis/Media/ButtonsBadges.htm#HRA
Hepatitis Awareness Month
http://www.cdc.gov/hepatitis/heppromoresources.htm
May Website Features
http://www.cdc.gov/hepatitis/hepawarenessabcs.htm
Be #HepAware Thunderclap
http://thndr.me/4TCNSF
YOUR NEEDS?
THANK YOU
For more Information on the Know Hepatitis B campaign
Contact Sherry Chen at [email protected]
For more Information on the Know More Hepatitis campaign
Contact Amanda Carnes at [email protected]