Results and Effectiveness

The success of this campaign was measured by behavioural and attitudinal shifts amongst the target audience. 27% agreed with the statement “Hepatitis C is relevant to me” after the activity compared to 5% who viewed themselves as being at risk before the activity.* 65% said they would refer to this campaign if a friend ever suggested the idea of injecting drugs.* 69% exposed to the party reported being more informed of the specific factors to contracting Hep C.# 1,314,804 party exposures culminating a total of 18 days of partying. *TNS Campaign Evaluation; January 2013 # Millward Brown; October 2012

Creative Execution

Enter the Party - An Immersive Virtual Party We created a realistic (facebook integration so you were there with friends), interactive (user-defined journey) and appealing (music and locations matched to real life parties), to ensure it was a party they wanted to attend. The party-goer had to make choices that e.g. “hang with your friends in the kitchen or backyard”- and then escalated right up to a scene in a bedroom with the question “would you share a needle?”. In this heat-of-the-moment, late-stage party mindset we delivered the key message about the situations in which the viewer would personally be at risk of contracting Hepatitis C. From here the party-goer had the option to re-enter the party, explore different routes, or share the party on Facebook. We used our Mi9 partnership to access relevant environments such as Zoo, Celebrity Fix, Music Fix, Cleo, Cosmo to seek out our young party-goers.

Insights, Strategy and the Idea

Hepatitis C is often misunderstood as only a concern for “junkies”. A key audience that had a misconception around Hepatitis C was 18-24 year olds. In fact only 5% saw themselves at any risk. (TNS NSW Government) We needed to understand the times and places that young people were most at risk of contracting Hepatitis C. Our research showed that an important setting for risk was parties, where people who were not regular drug users got caught up in the heat of the moment. Delivering the Hepatitis C message in the most impactful way meant doing it when they were in a heat-of-the-moment mindset. You can’t buy media at parties so the question was, how do we get people into a drug-sampling-party-immersed mindset in a government media campaign? Our Idea: Enter The Party, an immersive virtual party allowing us to put them in harm’s way without being in harm’s way.