The middle finger that raised testing like never before.
Hepatitis C is known as a silent killer because it quietly attacks the liver, and because no-one talks about it. This provocative campaign, co-created with the Hep C community, helped overcome stigma and promote action with those most at-risk – to save lives.
We deliberately used cheeky humour and this provocative counter-culture gesture to get people talking and break through to the priority audience; letting people know that a simple finger prick test can show if you’ve been exposed to Hep C.
