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interTrend Partners with The San Francisco Hep B Free Campaign to Increase Awareness and Understanding of Hepatitis B - The "Be a Hero" Campaign Will Be Launched in July - Although the “Be a Hero” campaign is aimed to raise awareness of hepatitis B across all markets, it especially tries to reach out to Asian Americans, who are ten times more likely to have hepatitis B disease than other Americans. The campaign encourages patients to have open dialogue about testing, screening and treatment with their doctor. Hepatitis B is a deadly disease that causes up to 80% of all liver cancers. However, it can be prevented with a simple vaccine and treated with effective medications. Countering the reticence among Asians and Pacific Islanders to talk about illness, the campaign emphasizes a positive approach with the slogan: "Be Tested. Be Vaccinated. Be Treated. Be a Hep B Hero!" "This is the best example of how to do Asian marketing. The message reaches both Asian-language and English-language speakers, both immigrant Asians and those born in America," said Ted Fang, Publisher of AsianWeek and Steering Committee Member of The San Francisco hep B Free Campaign. “We haven’t even launched the major advertising campaign yet, but are already receiving national interest in the SF hep B Free ‘Be a Hero’ icon." interTrend has been volunteering to take the lead to develop the campaign creative strategy, concept, and the tactical ideas since November 2007. The “Be a Hero” campaign was born in April 2008. "interTrend enjoys working with our community partners to create and design social marketing campaigns that are important to our society," said Jon Yokogawa, managing director of interTrend communications. "Partnering with The SF Hep B Free and creating an influential campaign such as ’Be a Hero’ campaign gives the public, especially Asian Americans, the option for a healthy and hep B free life." The "Be a Hero" teaser campaign was launched this May in celebration of Asian Heritage Month; moreover, Hep B Free organized free public screenings at the Asian Heritage Street Celebration, the largest gathering of Asians in America. "Be a Hero" advertising campaign, including billboards, bus posters, and banners , formally launched in June. The SF Hep B Free is seen as a national model in efforts to raise awareness in the fight against hepatitis B. For more information on hepatitis B, please visit http://www.sfhepbfree.org. About interTrend Communications, Inc. interTrend delivers excellence to clients, working as marketing partners. Today, long-term partnerships have been established with Toyota Motor Company, JCPenney, State Farm Insurance, Western Union, ATandT, Northwest Airlines, Southern California Gas Company, San Diego Gas and Electric, Nestlé and The Walt Disney Company. About Hep B Free Organization The San Francisco Hep B Free Steering Committee consists of the San Francisco Department of Public Health, Asian Liver Center at Stanford University, and AsianWeek Foundation. |
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