03 March 2010

Leith has just created a new campaign for Scottish Government highlighting the fact that the symptoms for Hepatitis C can be difficult to spot.   (A number of illnesses or conditions can also have similar symptoms including Flu, ME, depression, jaundice, insomnia and irritable bowel syndrome).  And when you consider an estimated 50,000 people living in Scotland are infected, it means spotting Hepatitis C is more important than ever.

This is the first time communications have been targeted at both the general public and the professional audience.

The first part of the campaign was aimed at professionals and went live in February. A single execution was used across the professional press and inserts, both offline in medical journals and online professional websites. Online we ran banners, buttons and advertorials across a range of specialist medical sites. This activity was followed up a few weeks into the campaign with DM.

The second part of the campaign aimed at the public has just gone live. This will be the first burst of public-facing activity to date.  6-sheets and street talkers will appear in proximity to pharmacies across Scotland and posters will appear in drug treatment centers.