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CREATING AN AWARENESS CAMPAIGN

World Hepatitis Day 2015 Toolkit

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World Hepatitis Day 20

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On July 28 World Hepatitis Day brings the world together to raise awareness of the huge burden viral hepatitis and to influence real change in disease prevention and access to testing, treatment and care. One of just four disease-specific global awareness days officially recognised by the World Health Organization (WHO), World Hepatitis Day unites patient organisations, governments and the general public to drastically boost the global profile of hepatitis. This awareness campaign toolkit will show you how you can join the fight on World Hepatitis Day. The toolkit provides an overview of this year’s overarching campaign theme and will help you to develop a strategy for your World Hepatitis Day activities.

Contents 1. Your 2015 World Hepatitis Day campaign • •

Campaign overview 3 Key messages 4

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4000 voices 5

2. Campaign materials • • • • • • •

Posters 6 Poster tool 7 Infographics 8 Logos 8 Events map 9 Online mosaic 9 Social media 9

For World Hepatitis Day 2015 we have developed an original and distinctive concept on which we encourage you to base your campaign. By adopting the same theme, we will ensure that as a community we are communicating our messages through a unified global campaign.

Campaign theme This year the World Hepatitis Day campaign focuses on prevention. Every single day thousands of people are newly infected with hepatitis yet viral hepatitis is entirely preventable. Throughout the world not anywhere near enough is being done to stop new infections. We must empower people to understand prevention is possible and encourage positve action to prevent hepatitis.

Campaign strapline

Prevent hepatitis: It’s up to you

Campaign messages The campaign messaging has been developed to complement the striking visuals of the campaign with powerful statements. These messages are designed to raise awareness of important facts and get the audience really thinking about the devasting impact viral hepatitis has on peoples’ lives. To ensure that the campaign is as flexible as possible, the campaign key messages are split into four key pillars of prevention. Each pillar has messages aimed at the general public and at policy makers so we encourage you to pick and choose the ones that are most relevant to your audiences. Each message is broken down into a key fact or statement and accompanying submessage as well as the strapline ‘Prevent hepatitis: it’s up to you’.

Key message pillars • Know the facts • Vaccination and treatment

3. Getting involved • • •

n g ai p m ca ay D is it at ep H d rl o W r You

Planning your day 10 Adapting 4000 voices 10 Top tips 10

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• Blood and injection safety • Harm reduction

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Key messages

4000 voices Prevent hepatitis: It’s up to you Public

Policy makers

400 million people is 400 million too many Test. Treat. Vaccinate. 4,000 deaths a day Know the Act now to save lives facts Hepatitis causes 80% of liver cancer deaths Curing hepatitis can prevent liver cancer Every child can be protected Protect your child. Vaccinate Prevention is cheaper than cure Hepatitis B infections can be prevented 300,000 cancer deaths a year can be If you think you’re at risk demand prevented Vaccination protection Hepatitis B vaccine protects against Get tested. Get vaccinated. Get treated liver cancer and Everybody can be tested. Not treatment It’s not just children. Adults need protection too everybody can be vaccinated Hepatitis B vaccine protects those who Curing hepatitis prevents new transmissions need it 400 million people are infected worldwide 1.4 million people die every year 4,000 deaths a day Testing, vaccination and treatment saves lives Hepatitis does not discriminate Neither should you

Blood and injection safety

Harm reduction

You can’t catch hepatitis B or C from taking a pill Injections are not always the best treatment Single use syringes prevent infection Demand safe practice Tattoos and piercings are visible, hepatitis isn’t Only sterile equipment is safe Are you sure you know all the risks? Knowing the facts saves lives and prevents infections It’s not just syringes you shouldn’t share Don’t share spoons, pipes, notes or straws If you choose to take drugs you are at risk Demand testing, vaccination and treatment

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The global burden of hepatitis is overwhelming however it’s difficult for people to grasp the scale of the problem and how many people hepatitis affects. 4000 people die every day from viral hepatitis yet worldwide there remains an overwhelming lack of awareness and lack of action. Not anywhere near enough is being done to stop new infections around the world.

A picture speaks louder than words

In order to bring these shocking figures to life, we have created the 4000 voices concept. 4000 lives a lost a day to viral hepatitis and we wanted to represent this with powerful images. The online mosaic visualises the scale of the issue and creates a call to action that we hope will not be ignored. For the general public, this visually highlights the importance of prevention and the impact prevention would have in the future on saving lives. For health care professionals, this works to reinforces the scale of the problem and the importance of education and awareness around prevention. For policy makers, the mosaic becomes a symbol of the importance of acting and putting national prevention strategies in place for their populations. To find out how to be part of the mosaic, turn to page 9. For more information on how to use the 4000 voices campaign in your local activities, turn to page 11.

Unnecessary injections increase the risks 8 billion injections a year are given unnecessarily 2 million people a year contract hepatitis from unsafe injections Don’t put lives at risk Unscreened blood is unsafe blood Their health is in your hands 10 million people who inject drugs worldwide have hepatitis B or C Don’t let stigma kill them Health based approaches to drug policies help stop the spread Support evidence based prevention, diagnosis, treatment, and care People who use drugs don’t have to be at risk Support harm reduction. It works

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Campaign materials We have created a variety of resources that bring the key messages to life. These are designed to support and complement your World Hepatitis Day activities and are free to download and use widely to boost the impact of your campaign.

Campaign posters Each of the key messages is accompanied by an attention grabbing poster. There are 24 different posters available in the 7 core World Hepatitis Alliance languages: English, French, Spanish, Portuguese, Russian, Chinese and Arabic.

Customisable poster tool We understand that sometimes messages and posters that are created for a global audience are not appropriate for a local audience so the official posters are fully customisable. By using our online customisable poster tool, you can also create your own custom posters in any language. Our unique poster tool allows you to insert your own specific messages, upload images suited to your audience and add your organisation logo. This is simple to do: just edit the online form, upload your images and your poster is instantly created and ready to download. We encourage you to share these posters on social media, using them in your media outreach and displaying them at your local events will help to raise much needed awareness. We also encourage you to use the posters and campaign materials to help create a unified global campaign.

We understand that sometimes messages and posters that are created for a global audience are not appropriate for a local audience so the official posters are fully customisable with the World Hepatitis Day customisable poster tool.

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Infographics

Events map

Each messaging pillar is supported by an infographic that provides more information on each of the topics. The infographics are also available in the 7 core World Hepatitis Alliance languages: English, French, Spanish, Portuguese, Russian, Chinese and Arabic. We encourage you to help to raise awareness by sharing them on social media, using as educational leaflets and posting on your website.

Events take place all over the world to celebrate World Hepatitis Day. Our events map allows you to publicise your activities and find out what is happening in your area. Adding your event is easy to do through the simple upload form and it is an important step in telling the world what you and the entire hepatitis community are doing to help prevent viral hepatitis.

4000 voices online mosaic

4000 de

aths a d ay is 400

Together our voices can become a 0 too m any! powerful symbol for the need for action to prevent future deaths. We’re asking 4,000 people to stand up and be counted in the quest to raise awareness of viral hepatitis. You can provide a voice for the 4,000 lives that will be lost on World Hepatitis Day this year. Joining the 4000 voices online mosaic is simple: tweet using the hashtag #4000voices or sign up directly on the website to contribute your Twitter avatar or photo to our mosaic. Speak out and use your voice to call for action. 4000 deaths a day is 4000 too many!

Social media The official World Hepatitis Day Facebook page will keep you up-to-date with all the latest news and events surrounding the campaign. We encourage you to share photos and videos or contribute posts and like our content about World Hepatitis Day.

Logos and web banners The official World Hepatitis Day logo is available from the website for use specifically around the day. The logo has been translated into the 7 core World Hepatitis Alliance languages and is available in .pdf .jpg and .eps formats. You can also download the campaign banner to use on your website or in your World Hepatitis Day collaterals. The banners are available in the 7 languages in .pdf and .jpg formats. When using the campaign logos and materials, please note that original proportions should always be maintained. We would encourage you to use the logo files available on the website where possible, to ensure quality and consistency.

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You are welcome to share any of the campaign materials through your social media accounts. Feel free to tag us in your posts and use this year’s campaign hashtags.

Campaign hashtags #PreventHepatitis #4000voices

Thunderclap As part of the WHD campaign we have set up a Thunderclap - a fantastic tool that allows a single message to be mass-shared and reach as many people as possible. Last year the Thunderclap helped us reach over 14 million people with an important message for World Hepatitis Day and this year we hope to get our message to an even greater audience.

If you use Facebook or Twitter, sign up and the message will automatically be posted on your Twitter and Facebook feeds on World Hepatitis Day. We also encourage you to ask your friends, family and colleagues to join. You can also invite any local celebrities, policy makers, or influential spokespeople to join the Thunderclap and give their voice to 4000 Voices. Together this yearwe can make an even greater impact!

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Getting involved Taking part in World Hepatitis Day can be great fun! World Hepatitis Day is an unique event in which patients, civil society, the general public and governments come together and unite in the fight against viral hepatitis. Your involvement makes a real, noticeable difference to levels of public awareness and considerably boosts government action.

How to plan for this year’s campaign Having a robust plan in place before commencing your activities for World Hepatitis Day is essential. A structured plan will ensure you create the most effective campaign possible.

Do your research

Know your audience

Set your goals

• Take at past World Hepatitis Day reports for inspiration • Read the Organising Events toolkit for more ideas on how to plan your event • Use data to inform your campaign - consider finding out some statistics (such as prevalence and mortality data) on viral hepatitis in your country • Consider who you want to target - A particular age group? Gender? Patient group? Politicians? The media? • Think about how you are going to reach them. Take a look at the Reaching Out toolkit for more ideas • Decide on your aims - What do you want to achieve? What do you want people to think or do as a result of your campaign? • Consider setting short and long term objective to help measure your achievements

4000 voices The 4000 voices campaign is designed to visually highlight the scale of viral hepatitis worldwide. We believe that the concept lends itself to many creative ideas. Here are just a few on how you can adapt 4000 voices for your local campaign: Create your own image

Add your event to the interactive world map on the website. This way those in your area will know what’s taking place and the world can see you’re part of the World Hepatitis Day movement.

If you want to create your own bespoke image, it’s easy to set up your own mosaic. You may want to use a political figure? A health minister? A map of your country? Here are some free online tools to get you started: http://www.easymoza.com/ http://mosaically.com/ Anything that can bring our message of preventing 4,000 deaths a day to life to aid media outreach and public support on World Hepatitis Day will be helpful in raising awareness of viral hepatitis and showcasing the support behind it. • • • • •

You can post your mosaic on your website or send it out to key stakeholders and your members to gain support Why not think about taking it further and displaying your mosaic on a local landmark as a light projection? You could aim to get 4,000 people to attend a march or event to signify the number of people who will die on World Hepatitis Day and the huge support behind the fight to prevent this disease. Your mosaics could also be made into a giant poster or used as leaflets at events or meetings You could even develop a postcard series and send it to your media contacts or even local political leaders

Not sure where to start? Get inspired by reading through the World Hepatitis Day 2014 Summary Report. This details all the great activities that took place last year to commemorate the day and provides some great ideas of the type of events you could organise.

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Planning an event? Publicise it!

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Top tips for your campaign Here are just a few more ideas on how to make your World Hepatitis Day celebrations a huge success:

Thinking of organising an event? Consider prominent ways to get visibility for messages such as creating bumper stickers, pavement art, projecting the posters onto a public building - the 4000 voices campaign is a great to use for this. For more ideas see the Organising Events toolkit.

Why not get creative? Think about using the arts to raise awareness. You could write songs, put on puppet shows or create a short film. See the Organising Events toolkit for more tips.

Reach a wider audience with SMS Work with your country’s SMS providers to distribute messages about the day at a charitable rate. For more ideas see the Reaching Out toolkit.

Want to work with the media? Engaging with TV and radio can include getting viral hepatitis included as a story line on a soap opera or creating a TV advert. Consider contacting cinema advertising companies of speak to radio producers to include the day as an item on your local radio’s news programme. See the Reaching Out toolkit for more ideas.

Invite celebrities to take part in the campaign Recruit high-profile spokespeople such as celebrities, footballers or prominent religious leaders to attract media interest. More ideas on how to work with spokespeople in the Reaching Out toolkit.

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