Brand: Gilead Sciences Europe Ltd
Agency: Cohn & Wolfe and Medizin und Markt
Hepatitis C (HCV) can cause liver failure, liver cancer and even death if left untreated. In Germany around 250,000 people are living with HCV and approximately half of those are unaware they have the disease. This is representative of the global situation, where an estimated 71 million people worldwide had chronic HCV infection in 2015, yet only 40% of those affected were aware of their status.
The introduction of direct-acting antiviral therapies in 2014 has made achieving HCV cure possible for the majority of people in 2-3 months. However a lack of public knowledge of HCV, the fact that people can live with HCV for up to 20 years without showing symptoms, and the stigma that remains around the disease, is preventing people from seeking diagnosis, treatment and cure.
The World Health Organization's ambition is to eliminate viral hepatitis by 2030. This can only happen if HCV awareness is raised, stigma reduced and people are encouraged to seek advice and get tested. Achieving this requires HCV awareness activities which can differentiate through a new relevance.