Research showed that people from south Asian countries were more susceptible to contracting Hepatitis C through unsterilized medical, dental and ear piercing equipment. The challenge was further compounded by the community’s inaccurate negative perceptions of Hep C, which focused solely on drug use and prostitution.

Through extensive research and interviews with south Asian patients suffering with Hep C, we devised  a campaign strategy based on ‘Dangers Of The Mundane’. The executions highlighted common ‘mundane’ practices abroad and demonstrated that almost anyone could be vulnerable to the disease.

The campaign outperformed its mainstream counterpart at a fraction of the budget and contributed to a collective mindset shift from ‘The Person to The Practice’.

Research showed that people from south Asian countries were more susceptible to contracting Hepatitis C through unsterilized medical, dental and ear piercing equipment. The challenge was further compounded by the community’s inaccurate negative perceptions of Hep C, which focused solely on drug use and prostitution.

Through extensive research and interviews with south Asian patients suffering with Hep C, we devised  a campaign strategy based on ‘Dangers Of The Mundane’. The executions highlighted common ‘mundane’ practices abroad and demonstrated that almost anyone could be vulnerable to the disease.

The campaign outperformed its mainstream counterpart at a fraction of the budget and contributed to a collective mindset shift from ‘The Person to The Practice’.

Research showed that people from south Asian countries were more susceptible to contracting Hepatitis C through unsterilized medical, dental and ear piercing equipment. The challenge was further compounded by the community’s inaccurate negative perceptions of Hep C, which focused solely on drug use and prostitution.

Through extensive research and interviews with south Asian patients suffering with Hep C, we devised  a campaign strategy based on ‘Dangers Of The Mundane’. The executions highlighted common ‘mundane’ practices abroad and demonstrated that almost anyone could be vulnerable to the disease.

The campaign outperformed its mainstream counterpart at a fraction of the budget and contributed to a collective mindset shift from ‘The Person to The Practice’.

Research showed that people from south Asian countries were more susceptible to contracting Hepatitis C through unsterilized medical, dental and ear piercing equipment. The challenge was further compounded by the community’s inaccurate negative perceptions of Hep C, which focused solely on drug use and prostitution.

Through extensive research and interviews with south Asian patients suffering with Hep C, we devised  a campaign strategy based on ‘Dangers Of The Mundane’. The executions highlighted common ‘mundane’ practices abroad and demonstrated that almost anyone could be vulnerable to the disease.

The campaign outperformed its mainstream counterpart at a fraction of the budget and contributed to a collective mindset shift from ‘The Person to The Practice’.