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Cover Page Reaching Out Report Strategies for connecting people living with hepatitis C to clinical care April 2017 Prepared by Hepatitis Australia Reaching Out Report, April 2017 Page |1 Hepatitis Australia Hepatitis Australia, incorporated in 1997, is the peak community organisation to progress national action on issues of importance to people affected by hepatitis B and hepatitis C. Our members are the eight state and territory hepatitis organisations. Our mission is to lead an effective national community response to hepatitis B and hepatitis C in Australia. Contact: PO Box 716, Woden ACT 2606 [email protected] 02 6232 4257 © Copyright Hepatitis Australia 2017. This publication is copyright and remains the intellectual property of Hepatitis Australia. No part of it may be reproduced by any means without the prior written permission of Hepatitis Australia. Reaching Out Report, April 2017 Page |2 Acknowledgments Hepatitis Australia would like to thank and acknowledge the following people for their assistance with the development of this report. Dr Jacqui Richmond Dr Stephen Bloom Alison Coelho Professor Greg Dore Dr Behzad Hajarizadeh Jane Little Suzanne O’Callaghan Fred Robertson Garry Sattell Dr Joanne Travaglia Jack Wallace Deborah Warneke-Arnold Pam Wood Associate Professor Amany Zekry Rachel Stanton Louisa McPhee Tass Mousaferiadis Wesa Chau Jodie Walton Reaching Out Report, April 2017 Page |3 Table of Contents Acknowledgments .................................................................................................................... 3 Executive Summary .................................................................................................................. 6 Project Aim ................................................................................................................................ 7 Methodology ............................................................................................................................. 7 Reaching Out – Part One .......................................................................................................... 7 Reaching Out – Part Two .......................................................................................................... 7 Hepatitis C Environment in Australia ........................................................................................ 8 Epidemiology .............................................................................................................................. 8 Stigma and Discrimination ...................................................................................................... 10 Changes to the treatment of hepatitis C ............................................................................. 11 Target Populations................................................................................................................... 12 Potential Audiences ................................................................................................................ 12 Identifying potential culturally and linguistically diverse communities. ........................ 13 Aboriginal and Torres Strait Islander Communities ........................................................... 13 Recommended Audiences .................................................................................................... 14 People living with hepatitis C who do not currently inject drugs ................................... 14 Vietnamese community in Australia .................................................................................. 15 Chinese community in Australia ......................................................................................... 15 Indian community in Australia ............................................................................................ 16 Egyptian community in Australia ........................................................................................ 17 People with medically acquired hepatitis C .................................................................... 17 Communications Framework ................................................................................................. 18 General Principles .................................................................................................................... 18 Communication Insights and Principles - CALD populations ............................................. 18 Language and translation .................................................................................................. 18 Perception (stigma and taboo) ......................................................................................... 19 Awareness ............................................................................................................................. 19 Information seeking .............................................................................................................. 19 Understanding CALD populations in Australia living with hepatitis C ............................... 20 Commonalities and differences among identified CALD communities .......................... 20 Communications Recommendations .................................................................................... 21 All Audiences ............................................................................................................................ 21 Primary Message: Test. Cure. Live. .................................................................................... 21 People whose first language is English .................................................................................. 22 Supporting Messages: .......................................................................................................... 22 Reaching Out Report, April 2017 Page |4 Use of Imagery ...................................................................................................................... 24 Channels of Communication ............................................................................................. 24 Audience: Chinese and Vietnamese communities ............................................................ 25 Recommended strategies: ................................................................................................. 25 Audience: Indian community ................................................................................................ 25 Recommended strategies: ................................................................................................. 25 Audience: Egyptian community ............................................................................................ 26 Recommended strategies: ................................................................................................. 26 Next Steps ................................................................................................................................ 26 Appendices ............................................................................................................................. 27 Appendix 1. Communication Channels: people whose first language is English. .......... 27 References ............................................................................................................................... 38 Reaching Out Report, April 2017 Page |5 Executive Summary In Australia, the transmission of hepatitis C occurs predominantly among people who inject drugs. It can often be assumed that reaching those living with hepatitis C means overtly linking communications in a manner that speaks to people about current injecting behaviours. This is despite estimates suggesting two-thirds of those who contracted hepatitis C do not currently inject. Communications about treatment that target people who are currently injecting are essential but are not an effective mechanism to reach other population sub-sets. The purpose of the Reaching Out Report is to inform and enhance the effectiveness of communication and engagement efforts to connect people in Australia living with hepatitis C to clinical care. In particular, the Report focuses on people living with hepatitis C who do not currently inject drugs, including those from culturally and linguistically diverse (CALD) backgrounds and recommends specific target audiences and communication strategies. The Report was developed following consultations with key stakeholders and relevant expert advisers. This work encompassed; looking at relevant population and epidemiological data identifying key populations and the characteristics of each establishing sample personas of the identified population groups forming communication strategies to reach the target populations. Limiting the target audiences was necessary when taking in the capacity and duration of the Project. The findings recommend that communication efforts be focused on six main target audiences, four of which are from CALD populations. The largest proportion of the target audiences will be people who acquired hepatitis C through injecting drug use but do not currently inject drugs. Other populations include people with medically acquired hepatitis C and members of the Vietnamese, Chinese, Indian and Egyptian communities. It is important to note there will be crossover between target audiences. A series of communication strategies are identified and it is recommended this links back to a primary message for all populations. The primary message of ‘Test. Cure. Live.’

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