Tackling stigma and driving hepatitis C testing and treatment
Gilead Sciences – Are you Chris? (Bist du Chris?)

The challenge
Many people living with hepatitis C were unaware of their infection, and stigma meant most didn’t see themselves as ‘at risk’. Gilead wanted to raise awareness in an authentic and empathetic way and encourage people with possible past exposures to talk to a doctor and get tested.

What I did

I was strategic lead for this integrated campaign involving PR, social media, creative, media and website. I helped shape the insight, positioning and behaviour-change strategy behind Are You Chris? This included defining the role of ‘Chris’ as an every-person character, mapping the audience journey from awareness to self-reflection and action, whilst creating a surround-sound of media and conversation to normalise testing and treatment. This involved working with creative partners on the campaign platform, channel mix and measurement approach.

The impact
The campaign achieved very high reach and engagement in it’s pilot market - Germany - significantly increasing awareness of hepatitis C risk factors and prompting people to seek information, complete an online risk checklist and talk to healthcare professionals. It went on to win multiple industry awards for its public health impact and creative effectiveness.