World Hepatitis Campaign 2008/09Communications Plan

August 2008

All proposed tactics are subject to global funding and may have to be revisited if funding changes

2008/09 Objectives

1. Maximise hepatitis awareness2. Increase NGO and WHO endorsement3. Encourage government support and early adopter sign-up4. Expand the global reach of the Alliance5. Strengthen patient group community

All proposed tactics are subject to global funding and may have to be revisited if funding changes

The ‘Am I Number 12?’ campaign in 2008/09

• 2008 was a very successful year for the World Hepatitis Alliance and its member groups around the world – however it is JUST THE BEGINNING…

• Continuing to raise public consciousness about chronic viral hepatitis will remain a key priority for 2008/09

• The campaign will comprise the following elements:1. ‘Am I Number 12?’ On Tour2. ‘Am I Number 12?’ Global Hepatitis Survey3. World Hepatitis Alliance international visibility4. Celebrity support5. World Hepatitis Day Creative Competition6. Ongoing pursuit of global endorsement – especially by WHO7. Continued pushing for adoption of the 12 Asks by governments8. Expansion of the Hepatitis Atlas9. Expanding the global reach of the campaign10. Evolution of support materials and guidance for local patient groups

Raising Public Awarenessin Year 2

All proposed tactics are subject to global funding and may have to be revisited if funding changes

‘Am I Number 12?’ On Tour

Take ‘Am I Number 12?’ to the four corners of the world - creating hepatitis noise throughout the year, and not just on World Hepatitis Day

• Hepatitis ‘patient expert’ global tour to meet with country patient groups, WHO country representative, health ministers as well as local aid projects

• Partner with media outlet to interview hepatitis case study & local PHP member in each country and chart global journey through podcasts and photo diary

• Ongoing programme covering as many countries as possible over several years• Supports Hepatitis Atlas, 12 Asks and Early Adopter programmes, as well as providing news

hooks for global website• Diary to be uploaded onto global website, with global blog function reporting from countries,

function for local petitions for Governments to sign-up to the 12 Asks• Generate global and national news stories where possible • Sponsorship to be investigated - Getty images, National Geographic, airline

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Creating a News Hook: Global Qualitative Survey

• Ongoing collation of ‘communication’ data to demonstrate that:– Governments are not prioritising Hepatitis B & C in a way that reflects impact on respective

populations– That global awareness and understanding of Hepatitis is far lower than other infectious diseases

such as HIV– That despite 1 in 12 people worldwide being affected, far less than 1 in 12 of the global population

is aware of the problem and considers it a health priority• Element one: A detailed research project of government priorities and where hepatitis

features. To be conducted in conjunction with a recognised educational institution. Will include interviews with government departments from around the world. Data will be used to make the case for a different approach/prioritising of hepatitis, but is unlikely to be ready by WHD 2009

• Element two: A top line public questionnaire to assess awareness of hepatitis and create national and regional comparisons for news opportunities on WHD 2009 – building on the ‘Am I Number 12?’ theme

• Please note: This programme element is still being finalised. More information will be provided as soon as possible

All proposed tactics are subject to global funding and may have to be revisited if funding changes

World Hepatitis Alliance International Visibility

• The World Hepatitis Alliance has the opportunity to build on the 2007/08 platform and increase its recognition and reputation as global advocacy voice

• Activities:– WHA meetings at AASLD, APASL & EASL as well as NGO meetings– Exhibition booth at global public health meetings, as well as medical meetings will

increase profile among healthcare professionals, sponsors and public health stakeholders

• Participation in key events in priority geographic areas (Africa/SE Asia) – E.g. 2nd Ditan International Conference on Infectious Diseases (DICID), Globalization of

Infectious Diseases 14 - 17 November 2008 • Beijing International Convention Center• WHA providing media commentary on hepatitis issues around the world e.g. situation

in UAE to position WHA as the leading global authority on hepatitis representing patient groups and patients all around the world

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Celebrity Support• Aim to identify at least one high-profile global celebrity with direct experience of living with

hepatitis B or C as international spokesperson • Initiate a ‘WANTED’ campaign through WHD newsletter, celebrity agents, media alert and

industry publications to call for celebrities to step-forward and champion the campaign• Seek to partner with high-profile celebrities to support campaign programme, and specific

media activities that will resonate with a global and/or regional audience• Possibility of partnering with additional spokespeople not directly connected with hepatitis –

as global ambassadors • Expectations will be managed throughout process with no announcements made prior to

securing celebrity involvement• PLEASE REMEMBER AWARENESS AND UNDERSTANDING OF HEPATITIS IS WIDELY

CONSIDERED AS COMPARABLE TO HIV/AIDS IN THE 1980S. Due to lack of ‘appropriate’ global celebrities willing to come forward and front the campaign this is an ongoing objective and may take a few years to achieve

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Bringing the Hepatitis Community Together – World Hepatitis Day Creative Competition

• Global creative competition encouraging patient groups and individuals to submit creative concepts are the theme of WHD and ‘Am I Number 12?’

• Entries to be submitted to the WHA and featured on global website• Examples of creative productions:

– Films and video footage– Photography– Artwork and creative writing – Campaign posters

Increased NGO and WHO Endorsement

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Building on Success: Increased NGO and WHO Endorsement

• In 2008 PAHO and GAVI officially endorsed World Hepatitis Day, while other NGOs offered support of one kind or another

• In 2009 we will aim to:– Convert supporters into official endorsers (MSF, CDC, ECDC etc)– Make approaches to other key organisations: Oxfam, Gates Foundation,

Clinton Foundation, DFID etc• Secure greater WHO endorsement

– Aim for WHO formal endorsement– Aim for endorsement by regional and local WHO offices– Initial dialogue with WHO is on-going and positive – possibility for inclusion on

Board as non-exec member

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Endorsement – Activities & Tactics

• Endorsement activities process needs to start as early as possible– Ongoing liaison with WHO – Exploring opportunities for WHO endorsement including initial one of

endorsement for 2009 or 2010– WHA and WHO to work together on Hepatitis Atlas– Ongoing communication with other supportive NGOs to make the case for

formal endorsement for 2008/09– Communication developed for WHA Board and country members to approach

national and regional NGOs as early as possible

• This process will be formalised, to include:– A standard toolkit that can be used for approaches at both global and regional

level (to include campaign presentation, standard letter etc)– An endorsement tracker to ensure that efforts do not slip

Increased Government Support & Sign-up of Early Adopters

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Engaging Government Support

• 2007/08 campaign secured support from six countries: Algeria, Australia, Argentina, UK, Scotland and China

• Scotland signed-up as first official early adopter of “12 Asks” and 2008/09 should build on this early ‘win’– The ‘Am I Number 12?’ Tour will support this element of the campaign– The Hepatitis Global Survey will also ensure pressure on national

governments is maintained

• 2008/09 edition of Hepatitis Atlas will mark the beginning of the world’s first global compendium of hepatitis B & C statistics

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Taking the Hepatitis Atlas to the Next Stage

• 2007/08 was the first step towards building a truly global resource of data and information relating to hepatitis B & C

– Data collection proved very difficult, with data arriving patchily and often late• In 2008/09 the Hepatitis Atlas will evolve both in print and online form

– Become shared responsibility of WHA and all member groups• The WHO has identified the Atlas as a good initiative for joint working between the

WHO and WHA– WHO believes much data is held not by national governments, but by independent

research groups– WHA seeking to research and identify these groups, as well as following up with national

governments– WHA + WHO aiming to make joint approach for access to data– WHO assisting in data processing– WHA would publish as part of the Atlas

• WHO + WHA to discuss next steps in face-to-face meeting

Expanding Global Reach

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Expanding Global Reach

• In 2007/08, the WHA became the voice for over 500 million people around the world living with hepatitis B or C

• In 2008/09, the WHA needs to focus on new geographic initiatives, including SE Asia & Sub-Saharan Africa

• A SE Asia regional Board Member to be recruited to facilitate increased level of activity

Strengthening the Patient Group Community

All proposed tactics are subject to global funding and may have to be revisited if funding changes

Evolution of WHA support to patient groups• 2009 communication will aim to empower national patient group activity and encourage local

activities and events on WHD 2009• During 2009 patient groups will receive the following materials from the WHA

– Monthly newsletters providing news updates and campaign developments as well as highlighting excellent work in different countries

– Sponsorship toolkit – designed to help patient groups obtain national sponsorship from corporate organisations to maximise their WHD programmes

– 12 Asks Toolkit – guide to approaching government including template materials to help maximise the number of countries signing up to the 12 Asks programme

– Template letters for adaption and distribution to WHO regional representatives– Media statements and press releases as developed by the WHA as well as access to WHA

spokespeople and Public Health Panel spokespeople– Campaign promotional materials including posters, postcards and photography– Regular email alerts on campaign developments and the ‘Am I Number 12’ tour

• Regional WHA meetings to be chaired WHA board members• Where possible materials will be available in the six official WHO languages English, French,

Mandarin, Russian and Spanish as well as Portuguese • All materials will be available online