A documentary that got Canadians talking about hep C.
Deal With It was a documentary-led Hepatitis C disease state awareness campaign designed to reduce stigma and encourage Canadians born between 1945 and 1975 to get tested.
- Client
- Gilead
- Sector
- Public health
- Disciplines
- Strategy & Brand, Creative Campaigns, Film, Motion & 3D, Digital
“The campaign Bang Albino developed positioned Gilead as a leader in the marketplace. It enabled our sales team to strengthen their relationships with customers. Demand for the screening kits was phenomenal. Even today, Deal With It screenings are still occurring.”
Watch the film
The campaign
Awareness posters, a premiere invitation, a Facebook page, a website with an online screening assessment, and screening kits clinics could actually use.
The documentary
Deal With It: Untold Stories of Hepatitis C in Canada. Real people, told plainly, rather than another awareness film about a virus.
Out in the community
The campaign kept going after launch, through clinic and hospital screenings, community events and awareness days across Canada.
Press
The film picked up national coverage, including a Canada AM segment and pickup from patient and liver-health organisations.
The challenge
Hepatitis C carries a lot of stigma, and most of the people most at risk, Canadians born between 1945 and 1975, had no idea they were. Campaigns in this space usually sound clinical, or worse, preachy.
Our approach
- 01
Lead with a documentary. Real people telling their own stories does more than a statistic ever will.
- 02
Give people somewhere to go: a website with an online screening assessment, plus a Facebook page and social to keep the conversation running.
- 03
Put screening kits in the hands of clinics, nurses and community groups so the campaign could show up locally.
- 04
Support it with PR so the film reached people who would never search for it.
- Strategy and creative
- Bang Albino
- Documentary
- Bang Albino Films
- Digital, social and PR
- Bang Albino
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