Hepatitis C

Hepatitis C Awareness Program - Australia

Client: City of Melbourne

Target Audience: Injecting drug users; General public residing within the City of Melbourne.

Summary: The City of Melbourne funded the Convenience Advertising narrowcast education program in 2003 targeting both the general public and injecting drug users.

Two separate but complimentary messages were developed for both these target audiences with a stakeholder steering group including members from the Hepatitis C Council of Victoria, VIVAIDS, Foot Patrol, Living Room (a primary healthcare provider) and key personnel from the City of Melbourne.

Convenience Advertising placed the messages in selected public toilets in the central business district of the City of Melbourne. A venue audit and the steering group informed venue selection according to bathrooms with high levels of IDU traffic. Messages for the general public were placed in the remainder. A card holder was attracted to the IDU messages with a multi-panel Z-card detailing information and services for IDUs in the City of Melbourne.

Convenience Advertising maintained 118 display points in 22 key venues fortnightly throughout the campaign, with take away cards refilled and message damage and graffiti reported.

Results: The School of Psychology at Deakin University evaluated the program in August 2004 with 50 intercept interviews with IDUs and 50 with the general public.

Results include:

•    the majority of the respondents in the general public target audience (66 per cent) recalled seeing the message, of which 32 per cent demonstrated detailed content knowledge
•    overall the general public respondents identified with the messages and would not dismiss them as being solely for IDUs
•    58 per cent of the general public sample demonstrated some increase in awareness of Hepatitis C
•    42 per cent of IDUs recalled seeing the messages
•    100 per cent of IDUs thought public bathrooms were the most appropriate places for the display of messages and 90 per cent thought the take away information was useful
•    67 per cent of IDUs would speak to someone about Hepatitis C as a result of seeing the messages.




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	Hepatitis C
		Hepatitis C Hepatitis C Awareness Program - Australia Client: City of Melbourne Target Audience: Injecting drug users; General public residing within the City of Melbourne. Summary: The City of Melbourne funded the Convenience Advertising narrowcast education program in 2003 targeting both the general public and injecting drug users. Two separate but complimentary messages were developed for both these target audiences with a stakeholder steering group including members from the Hepatitis C Council of Victoria, VIVAIDS, Foot Patrol, Living Room (a primary healthcare provider) and key personnel from the City of Melbourne. Convenience Advertising placed the messages in selected public toilets in the central business district of the City of Melbourne. A venue audit and the steering group informed venue selection according to bathrooms with high levels of IDU traffic. Messages for the general public were placed in the remainder. A card holder was attracted to the IDU messages with a multi-panel Z-card detailing information and services for IDUs in the City of Melbourne. Convenience Advertising maintained 118 display points in 22 key venues fortnightly throughout the campaign, with take away cards refilled and message damage and graffiti reported. Results: The School of Psychology at Deakin University evaluated the program in August 2004 with 50 intercept interviews with IDUs and 50 with the general public. Results include: • the majority of the respondents in the general public target audience (66 per cent) recalled seeing the message, of which 32 per cent demonstrated detailed content knowledge • overall the general public respondents identified with the messages and would not dismiss them as being solely for IDUs • 58 per cent of the general public sample demonstrated some increase in awareness of Hepatitis C • 42 per cent of IDUs recalled seeing the messages • 100 per cent of IDUs thought public bathrooms were the most appropriate places for the display of messages and 90 per cent thought the take away information was useful • 67 per cent of IDUs would speak to someone about Hepatitis C as a result of seeing the messages.

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