Hepatitis B - Ethnic communications
For many people born in New Zealand, Hepatitis B is not a problem as we are immunised against it at a young age. However, for New Zealanders who have immigrated from the Pacific Islands or Asia where Hepatitis is more prolific, the chance that they have the disease is much higher.
Our ‘reflection’ ad talked directly to these communities in their own languages: Samoan, Tongan, Cantonese, Mandarin and Korean as well as English. Also, all images were carefully created to ensure accuracy and cultural sensitivity (eg, correct clothing etc).
This campaign also had a text for information component to initiate immediate response. When participants responded with a particular keyword via text, they received a reply in their own written language, a first for New Zealand.
Consumer channels: Outdoor, Newspaper, Websites,& TXT response.