Updates on CDC’s National

Viral Hepatitis Campaigns

Cynthia Jorgensen, DrPH

Amanda Carnes, MPH, CHES

Sherry Chen, MPH

Division of Viral Hepatitis, CDC

NVHR Webinar

May 4, 2016

National Education Campaigns

Goal 1.2 Decrease health

disparities by educating

communities about the benefits

of viral hepatitis prevention,

care, and treatment.

Two Major Campaigns

Know Hepatitis B Campaign

CDC launched the national campaign in June 2013

Goal: Increase testing for chronic Hepatitis B

Partnership: Hep B United

Audience: Asian Americans

Languages:– Chinese, Korean, Vietnamese (English)

Subsequent Phases:– Phase II - August 2014

– Phase III - March 2016

Campaign Website: www.cdc.gov/KnowHepatitisB

Communication ObjectivesPrimary Objective

• Increase testing for hepatitis B

Secondary Objectives

• Increase knowledge of key facts:– 1 in 12 AAPIs are infected

– 2 of 3 people infected are unaware

– Often no symptoms

– Blood test needed to determine if infected

• Educate about link to liver cancer

• Decrease cultural stigma associated with hepatitis B

Broadcast

• Video PSAs

Digital & Social Media

• Banner ads

• Infographic

Print

• Posters

• Localizable templates for flyers and ads

Provider Clinical Tools

• Radio PSAs

• Buttons and badges

• Risk assessment card

• Fact sheets

• Print ads

Campaign Materials

Implementation Strategies

• CDC implemented campaign on national basis– Identified in-language media outlets throughout US

• Partner with Hep B United community members– Extend reach of the campaign into local communities

– Provide education, direct services and testing

– Leverage community leaders

Communication Strategies

Print TV/Radio News Outreach Digital New/Social

Media

Ads in relevant

cities

- Chinese

- Korean

- Vietnamese

Nationwide & city

specific

distribution

- Mandarin

- Cantonese

- Korean

- Vietnamese

- English

• Press releases

- campaign

- key events

• Matte articles

• News media

interviews with

HBU members

Banner ads

- Chinese

- Korean

- Vietnamese

• YouTube

• Twitter

• Facebook

• Blog posts

Hep B United

• Extends the reach of the campaign

• Conducts outreach activities in Asian languages

• Holds community health fairs and testing events

• Educates healthcare providers serving Asians

New Videos/TV PSAs

English

Mandarin

Cantonese

Vietnamese

Korean

NEW Ad/Poster

Print Materials, Posters, Digital Ads

Patient Education Fact Sheets

English

7 Asian Languages

English for Native Hawaiians and Pacific Islanders

English and French for African Immigrants

Community Resources

Provider Tools

Know More Hepatitis

CDC launched the national campaign in Fall 2012

• Goal: Increase HCV testing among those born 1945-1965 (aka baby boomers)

Audience: – Baby Boomers

– Primary Care Providers

Subsequent Phases:– Phase II – January 2015

– Phase III – April 2016

Campaign Website: www.cdc.gov/KnowMoreHepatitis

Communication ObjectivesPrimary Objective

• Increase testing for hepatitis C in people born 1945-1965

Secondary Objectives

• Increase knowledge of key facts:– Baby boomers are 5x more likely to be infected

– ~ 50% are unaware of their infection

– Often no symptoms

– Blood test needed to determine if infected

– Treatments can cure hepatitis C

• Educate about severity of disease & link to liver cancer

• Decrease stigma associated with hepatitis C and risk behaviors

Broadcast

• Video PSAs

Digital & Social Media

• Banner ads

• Pre-roll buys

Print/Out of Home

• Print ads

• Airport dioramas

Patient Education

• Posters

• Fact sheets

• Radio PSAs

• Buttons and badges

• Twitter & YouTube

• Billboards

• Transit ads Print ads

• Risk assessment

Campaign Materials

Provider Clinical Tools

• Algorithms• Webinars• Clinical summaries• Clinical training

(HepC online – CDC grantee)

Implementation Strategies

• Rely primarily on donated time and space

• Tactics include:– News media outreach

– TV and radio broadcast PSAs

– Print ads

– Airport dioramas, billboards, mall and public transit ads

– Social media and website presence

• Small budget for digital advertising

• Work with community partners to extend campaign reach

Campaign Materials

New TV PSAs

New Print/Digital Materials

Campaign in the Field

TV PSA Airplay

Total Markets: 49

Total Value: ~$8.8 million

Total Impressions: ~1.2 billion May 2013 to November 2015

Summary of Campaign Reach

to Baby Boomers*

6.7 Billion

Impressions*

~$23 Millionin Donated Media Value

*Based upon available data; vastly under-reported

Hepatitis C - Provider Tools

Hep C Online

http://www.hepatitisc.uw.edu/

OTHER UPDATES & RESOURCES

Hepatitis Risk Assessment• Purpose: Easy to use, online tool designed to assess a person’s

risk for hepatitis A, B and/or C

• Audiences:– Baby Boomers

– Asian Americans

– People with past risk behaviors or events

• Application: Used in privacy of person’s home or at a doctor’s office

• Action: Tailored CDC recommendations to foster dialogue with provider

• Located: http://www.cdc.gov/hepatitis/RiskAssessment/

Sample Recommendation – Baby Boomer

Sample Recommendation – Hepatitis B

Promoting the Risk Assessment

http://www.cdc.gov/knowmorehepatitis/Media/ButtonsBadges.htm#HRA

Hepatitis Awareness Month

http://www.cdc.gov/hepatitis/heppromoresources.htm

May Website Features

http://www.cdc.gov/hepatitis/hepawarenessabcs.htm

Be #HepAware Thunderclap

http://thndr.me/4TCNSF

YOUR NEEDS?

THANK YOU

For more Information on the Know Hepatitis B campaign

Contact Sherry Chen at schen1@cdc.gov

For more Information on the Know More Hepatitis campaign

Contact Amanda Carnes at ccarnes@cdc.gov