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CREATING AN AWARENESS CAMPAIGN

World Day 2015 Toolkit

1 2015 Toolkit Your World Hepatitis Day campaign

On July 28 World Hepatitis Day brings the world together to raise awareness of For World Hepatitis Day 2015 we have developed an original and distinctive concept on which the huge burden and to influence real changein prevention we encourage you to base your campaign. By adopting the same theme, we will ensure that as a and access to testing, treatment and care. One of just four disease-specific global community we are communicating our messages through a unified global campaign. awareness days officially recognised by the World Health Organization (WHO), Campaign theme World Hepatitis Day unites patient organisations, governments and the general public to drastically boost the global profile of hepatitis. 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 This awareness campaign toolkit will show you how you can join the fight on the world not anywhere near enough is being done to stop new . We must empower World Hepatitis Day. The toolkit provides an overview of this year’s overarching people to understand prevention is possible and encourage positve action to prevent hepatitis. campaign theme and will help you to develop a strategy for your World Hepatitis Day activities. Campaign strapline Prevent hepatitis: It’s up to you

Campaign messages

Contents 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 1. Your 2015 World Hepatitis Day campaign has on peoples’ lives. • Campaign overview 3 • Key messages 4 To ensure that the campaign is as flexible as possible, the campaign key messages are split • 4000 voices 5 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 sub- 2. Campaign materials message as well as the strapline ‘Prevent hepatitis: it’s up to you’. • Posters 6 • Poster tool 7 • Infographics 8 • Logos 8 • Events map 9 Key message pillars • Online mosaic 9 • Social media 9 • Know the facts • and treatment 3. Getting involved • Planning your day 10 • Blood and injection safety • Adapting 4000 voices 10 • Harm reduction • Top tips 10

2 3 Key messages 4000 voices

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 Prevent hepatitis: It’s up to you worldwide there remains an overwhelming lack of awareness and lack of action. Not anywhere near Public Policy makers enough is being done to stop new infections around the world.

400 million people is 400 million too In order to bring these shocking figures to life, we have created 400 million people are infected many the 4000 voices concept. 4000 lives a lost a day to viral hepatitis worldwide Test. Treat. Vaccinate. and we wanted to represent this with powerful images. The 1.4 million people die every year 4,000 deaths a day A picture speaks online mosaic visualises the scale of the issue and creates a Know the 4,000 deaths a day Act now to save lives call to action that we hope will not be ignored. For the general Testing, vaccination and treatment louder than words facts Hepatitis causes 80% of liver cancer public, this visually highlights the importance of prevention saves lives deaths and the impact prevention would have in the future on saving Hepatitis does not discriminate Curing hepatitis can prevent liver lives. For health care professionals, this works to reinforces the Neither should you cancer scale of the problem and the importance of education and awareness around prevention. For policy makers, the mosaic Every child can be protected becomes a symbol of the importance of acting and putting Protect your child. Vaccinate Prevention is cheaper than cure national prevention strategies in place for their populations. infections can be prevented 300,000 cancer deaths a year can be If you think you’re at risk demand prevented To find out how to be part of the mosaic, turn to page 9. For Vaccination protection Hepatitis B vaccine protects against more information on how to use the 4000 voices campaign in and Get tested. Get vaccinated. Get treated liver cancer your local activities, turn to page 11. treatment It’s not just children. Adults need Everybody can be tested. Not protection too everybody can be vaccinated Hepatitis B vaccine protects those who Curing hepatitis prevents new need it transmissions

You can’t catch hepatitis B or C from Unnecessary injections increase the taking a pill risks Injections are not always the best 8 billion injections a year are given treatment Blood and unnecessarily Single use syringes prevent injection 2 million people a year contract hepatitis from unsafe injections safety Demand safe practice Don’t put lives at risk Tattoos and piercings are visible, Unscreened blood is unsafe blood hepatitis isn’t Their health is in your hands Only sterile equipment is safe Are you sure you know all the risks? 10 million people who inject drugs Knowing the facts saves lives and worldwide have hepatitis B or C prevents infections Don’t let stigma kill them It’s not just syringes you shouldn’t Health based approaches to drug share Harm policies help stop the spread Don’t share spoons, pipes, notes or Support evidence based prevention, reduction straws diagnosis, treatment, and care If you choose to take drugs you are People who use drugs don’t have to at risk be at risk Demand testing, vaccination and Support harm reduction. It works treatment

4 5 Campaign materials Customisable poster tool We understand that sometimes messages and posters that are created for a global audience are We have created a variety of resources that bring the key messages to life. These are designed to not appropriate for a local audience so the official posters are fully customisable. support and complement your World Hepatitis Day activities and are free to download and use widely to boost the impact of your campaign. 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 Campaign posters images suited to your audience and add your organisation logo.

Each of the key messages is accompanied by an attention grabbing poster. There are 24 different This is simple to do: just edit the online form, upload your images and your poster is instantly posters available in the 7 core languages: English, French, Spanish, created and ready to download. Portuguese, Russian, Chinese and Arabic. 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.

6 7 Infographics Events map

Each messaging pillar is supported by an infographic that provides more information on each of Events take place all over the world to celebrate World Hepatitis Day. Our events map allows you the topics. The infographics are also available in the 7 core World Hepatitis Alliance languages: to publicise your activities and find out what is happening in your area. Adding your event is English, French, Spanish, Portuguese, Russian, Chinese and Arabic. We encourage you to help to easy to do through the simple upload form and it is an important step in telling the world what raise awareness by sharing them on social media, using as educational leaflets and posting on you and the entire hepatitis community are doing to help prevent viral hepatitis. your website. 4000 voices online mosaic 4000 deaths a day is 4000 too many!

Together our voices can become a 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 You are welcome to share any of the campaign materials through your social media accounts. The official World Hepatitis Day logo is available from the website for use specifically around Feel free to tag us in your posts and use this year’s campaign hashtags. the day. The logo has been translated into the 7 core World Hepatitis Alliance languages and is available in .pdf .jpg and .eps formats. Thunderclap Campaign hashtags 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. #PreventHepatitis As part of the WHD campaign we have set up a Thunderclap - a fantastic tool that allows a single When using the campaign #4000voices message to be mass-shared and reach as many people as logos and materials, please possible. Last year the Thunderclap helped us reach over note that original proportions 14 million people with an important message for World should always be maintained. Hepatitis Day and this year we hope to get our message We would encourage you to to an even greater audience. use the logo files available on the website where possible, to If you use Facebook or Twitter, sign up and the message will automatically be posted on your ensure quality and consistency. 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!

8 9 4000 voices Planning an event? Getting involved Publicise it! The 4000 voices campaign is designed to visually Add your event to the highlight the scale of viral hepatitis worldwide. We interactive world map on the Taking part in World Hepatitis Day can be great fun! World Hepatitis Day is an unique event in believe that the concept lends itself to many creative website. This way those in which patients, civil society, the general public and governments come together and unite in ideas. Here are just a few on how you can adapt 4000 your area will know what’s the fight against viral hepatitis. Your involvement makes a real, noticeable difference to levels of voices for your local campaign: taking place and the world can public awareness and considerably boosts government action. see you’re part of the World Create your own image Hepatitis Day movement. How to plan for this year’s campaign If you want to create your own bespoke image, it’s easy to Having a robust plan in place before commencing your activities for World Hepatitis Day is set up your own mosaic. You may want to use a political essential. A structured plan will ensure you create the most effective campaign possible. figure? A health minister? A map of your country? Here are some free online tools to get you started: http://www.easymoza.com/ • Take at past World Hepatitis Day reports for inspiration http://mosaically.com/ • Read the Organising Events toolkit for more ideas on how to plan Do your your event Anything that can bring our message of preventing 4,000 deaths a day to life to aid media research • Use data to inform your campaign - consider finding out some outreach and public support on World Hepatitis Day will be helpful in raising awareness of viral statistics (such as prevalence and mortality data) on viral hepatitis in hepatitis and showcasing the support behind it. your country • You can post your mosaic on your website or send it out to key • Consider who you want to target - A particular age group? Gender? stakeholders and your members to gain support Know your Patient group? Politicians? The media? • Why not think about taking it further and displaying your mosaic on a audience • Think about how you are going to reach them. Take a look at the local landmark as a light projection? • You could aim to get 4,000 people to attend a march or event to signify Reaching Out toolkit for more ideas the number of people who will die on World Hepatitis Day and the huge • Decide on your aims - What do you want to achieve? What do you support behind the fight to prevent this disease. Set your want people to think or do as a result of your campaign? • Your mosaics could also be made into a giant poster or used as leaflets at goals • Consider setting short and long term objective to help measure your events or meetings achievements • 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.

10 11 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 Why not get a great to use for this. For more ideas see the Organising Events toolkit. creative? Think about using the arts to raise awareness. You could write songs, put on puppet shows or Reach a wider audience create a short film. See with SMS the Organising Events toolkit for more tips. 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 [email protected] story line on a soap opera or creating a Invite celebrities to take part TV advert. Consider contacting cinema in the campaign advertising companies of speak to radio producers to include the day as an item on Recruit high-profile your local radio’s news programme. See the spokespeople such as celebrities, Reaching Out toolkit for more ideas. 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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