Reaching A Billion People

Hepatitis C Virus (HCV) is carried by 38 million Chinese, but understanding and awareness of the disease in 2011 was very low. China’s New Line Campaign, an HCV public health campaign supported by Roche Pharmaceuticals, was designed to raise HCV awareness, conduct disease screenings, enhance the HCV knowledge of doctors to guide patients to proper treatment and promote the China HCV Hospitals Infection Prevention and Control Guide. Ruder Finn identified and engaged key drivers and influencers, orchestrated integrated communications activities, identifying hotspots and events.

In 2011-12, the campaign launched:

  • HCV Mobile Supervision Station (MSS) press conference
  • World Hepatitis Day Seminar: introduction of HIPCG Guide
  • Unique video and cartoons to support promotion

By June, 2012, MSS had provided free consultancy and screening to more than 20,000 people in 57 cities. An MSS survey showed 95 percent of people involved could correctly identify HCV infection paths. Of those screened, 12.68% Hepatitis C antibody-positive patients were detected. The campaign generated 195 media stories, 564 pickups and extended news reports on influential CCTV and Beijing TV. The campaign developed into an integrated platform for Hepatitis C prevention and treatment in China and was upgraded in scale and extended to additional cities.