Media Reach’s Hepatitis C awareness campaign for the Department of the Health has been selected as one of the successful entrants for the IPA’s Marketing Effectiveness Awards 2010. The campaign, which was aimed at the South Asian community, included a creative and integrated mix of Media, Digital, PR and Outreach activities. With a high profile celebrity launch, GP awareness conferences, innovate and original TVC, print and radio creatives, the campaign generated the highest number of calls to the helpline compared to other target audience campaigns for Hepatitis C and created a significant increase in spontaneous awareness about the risks and routes of transmission for hepatitis C amongst these communities. Fingers crossed for the shortlist!