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 B 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.