NHS

TASKS:

• Research showed that people from South Asian countries were more susceptible to contracting Hepatitis C
• Create a campaign to raise awareness of contracting Hepatitis C

RESULTS:

• 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’