The Request
To create a branded an unbranded campaign that raised awareness about HEP C and drive people to get tested and treated.
The Challenge
Change the notion that HEP C is a boomers only disease and that is now active across all ages starting even from birth.
The Idea
Branded: Treat Everyone Differently
In a world where equality is highly valued, the notion of treating people differently is a controversial way to deliver our message; in order to cure the different types of Hep C, we need to treat everyone differently.
Unbranded: Hep C Loves Everyone
Hep C puts anyone at risk. We bring this to life by highlighting the polar opposite labels and groups inherent in today’s diverse world. Ultimately, we let people know they’re united by their need to get tested.
Matthew Beck - ACD/CW
Javier Toledo - Copywriter
Gabriel San José - Art Director