Aug 20, 2010
Hepatitis C Awareness Campaign Selected for IPA Effectiveness Awards 2010
Our Department of Health campaign targeting South Asian communities was recognised as a successful entrant for the IPA Marketing Effectiveness Awards, for driving record helpline calls and awareness uplift.
⏱ 3 min read
By mediareach
We are delighted to share that Mediareach's Hepatitis C awareness campaign for the Department of Health was selected as one of the successful entrants for the IPA Marketing Effectiveness Awards 2010.
The campaign focused on a critical public health gap: raising awareness of Hepatitis C risks and transmission routes within South Asian communities in the UK, a group disproportionately affected yet often underserved by mainstream health messaging.
An Integrated, Culturally Tailored Approach
Instead of a single-channel push, we delivered a connected mix designed for trust and reach:
Media & Digital: Original TVC, press and radio creatives created specifically for South Asian audiences, in relevant languages and channels.
PR & Celebrity Launch: High-profile launch to generate earned coverage and community conversation.
GP Awareness Conferences: Equipping primary care professionals to have sensitive, informed conversations with at-risk patients.
Outreach & Community Activation: On-the-ground engagement where communities live, worship and socialise.
#1 Highest helpline calls vs other Hepatitis C target audience campaigns
Significant Uplift in spontaneous awareness of risks & transmission
IPA 2010 Selected as successful entrant for Marketing Effectiveness
The Results That Mattered
Effectiveness was measured in actions, not just reach. The campaign generated the highest number of calls to the Hepatitis C helpline when compared to other targeted campaigns running at the same time.
It also delivered a significant increase in spontaneous awareness about what Hepatitis C is, how it spreads, and why testing matters, a vital step in reducing late diagnosis in the community.
Key Takeaway
Health messages only work when they are culturally relevant. By combining trusted voices, language-specific creative and GP education, we turned awareness into action, and that is what the IPA Awards recognise.
For us, this was never just an award entry. It was proof that inclusive health communications, done properly, can save lives.
Why IPA Recognition Matters
The IPA Effectiveness Awards are unique, they demand proof of payback, not just creativity. To be selected as a successful entrant means the campaign demonstrated a clear link between multicultural insight, integrated execution and measurable public health impact. Fingers crossed for the shortlist!
Planning a Multicultural Health Campaign?
From NHS trusts to public health bodies, Mediareach brings 40 years of community trust, clinical stakeholder engagement and measurable campaign delivery.
Sources & References
IPA Effectiveness Awards – criteria for marketing payback and effectiveness.
Department of Health – Hepatitis C Action Plan for England.
Hepatitis C campaign
Department of Health
IPA Effectiveness Awards
South Asian health
multicultural health marketing
GP awareness
public health campaign
Mediareach health
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Aug 20, 2010
Hepatitis C Awareness Campaign Selected for IPA Effectiveness Awards 2010
Our Department of Health campaign targeting South Asian communities was recognised as a successful entrant for the IPA Marketing Effectiveness Awards, for driving record helpline calls and awareness uplift.
⏱ 3 min read
By mediareach
We are delighted to share that Mediareach's Hepatitis C awareness campaign for the Department of Health was selected as one of the successful entrants for the IPA Marketing Effectiveness Awards 2010.
The campaign focused on a critical public health gap: raising awareness of Hepatitis C risks and transmission routes within South Asian communities in the UK, a group disproportionately affected yet often underserved by mainstream health messaging.
An Integrated, Culturally Tailored Approach
Instead of a single-channel push, we delivered a connected mix designed for trust and reach:
Media & Digital: Original TVC, press and radio creatives created specifically for South Asian audiences, in relevant languages and channels.
PR & Celebrity Launch: High-profile launch to generate earned coverage and community conversation.
GP Awareness Conferences: Equipping primary care professionals to have sensitive, informed conversations with at-risk patients.
Outreach & Community Activation: On-the-ground engagement where communities live, worship and socialise.
#1 Highest helpline calls vs other Hepatitis C target audience campaigns
Significant Uplift in spontaneous awareness of risks & transmission
IPA 2010 Selected as successful entrant for Marketing Effectiveness
The Results That Mattered
Effectiveness was measured in actions, not just reach. The campaign generated the highest number of calls to the Hepatitis C helpline when compared to other targeted campaigns running at the same time.
It also delivered a significant increase in spontaneous awareness about what Hepatitis C is, how it spreads, and why testing matters, a vital step in reducing late diagnosis in the community.
Key Takeaway
Health messages only work when they are culturally relevant. By combining trusted voices, language-specific creative and GP education, we turned awareness into action, and that is what the IPA Awards recognise.
For us, this was never just an award entry. It was proof that inclusive health communications, done properly, can save lives.
Why IPA Recognition Matters
The IPA Effectiveness Awards are unique, they demand proof of payback, not just creativity. To be selected as a successful entrant means the campaign demonstrated a clear link between multicultural insight, integrated execution and measurable public health impact. Fingers crossed for the shortlist!
Planning a Multicultural Health Campaign?
From NHS trusts to public health bodies, Mediareach brings 40 years of community trust, clinical stakeholder engagement and measurable campaign delivery.
Sources & References
IPA Effectiveness Awards – criteria for marketing payback and effectiveness.
Department of Health – Hepatitis C Action Plan for England.
Hepatitis C campaign
Department of Health
IPA Effectiveness Awards
South Asian health
multicultural health marketing
GP awareness
public health campaign
Mediareach health
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.
Aug 20, 2010
Hepatitis C Awareness Campaign Selected for IPA Effectiveness Awards 2010
Our Department of Health campaign targeting South Asian communities was recognised as a successful entrant for the IPA Marketing Effectiveness Awards, for driving record helpline calls and awareness uplift.
⏱ 3 min read
By mediareach
We are delighted to share that Mediareach's Hepatitis C awareness campaign for the Department of Health was selected as one of the successful entrants for the IPA Marketing Effectiveness Awards 2010.
The campaign focused on a critical public health gap: raising awareness of Hepatitis C risks and transmission routes within South Asian communities in the UK, a group disproportionately affected yet often underserved by mainstream health messaging.
An Integrated, Culturally Tailored Approach
Instead of a single-channel push, we delivered a connected mix designed for trust and reach:
Media & Digital: Original TVC, press and radio creatives created specifically for South Asian audiences, in relevant languages and channels.
PR & Celebrity Launch: High-profile launch to generate earned coverage and community conversation.
GP Awareness Conferences: Equipping primary care professionals to have sensitive, informed conversations with at-risk patients.
Outreach & Community Activation: On-the-ground engagement where communities live, worship and socialise.
#1 Highest helpline calls vs other Hepatitis C target audience campaigns
Significant Uplift in spontaneous awareness of risks & transmission
IPA 2010 Selected as successful entrant for Marketing Effectiveness
The Results That Mattered
Effectiveness was measured in actions, not just reach. The campaign generated the highest number of calls to the Hepatitis C helpline when compared to other targeted campaigns running at the same time.
It also delivered a significant increase in spontaneous awareness about what Hepatitis C is, how it spreads, and why testing matters, a vital step in reducing late diagnosis in the community.
Key Takeaway
Health messages only work when they are culturally relevant. By combining trusted voices, language-specific creative and GP education, we turned awareness into action, and that is what the IPA Awards recognise.
For us, this was never just an award entry. It was proof that inclusive health communications, done properly, can save lives.
Why IPA Recognition Matters
The IPA Effectiveness Awards are unique, they demand proof of payback, not just creativity. To be selected as a successful entrant means the campaign demonstrated a clear link between multicultural insight, integrated execution and measurable public health impact. Fingers crossed for the shortlist!
Planning a Multicultural Health Campaign?
From NHS trusts to public health bodies, Mediareach brings 40 years of community trust, clinical stakeholder engagement and measurable campaign delivery.
Sources & References
IPA Effectiveness Awards – criteria for marketing payback and effectiveness.
Department of Health – Hepatitis C Action Plan for England.
Hepatitis C campaign
Department of Health
IPA Effectiveness Awards
South Asian health
multicultural health marketing
GP awareness
public health campaign
Mediareach health
The UK's pioneering multicultural marketing agency. Over 40 years connecting brands with diverse communities through cultural insight, creative excellence, and intelligent media strategy.