Hepatitis C can lead to liver disease, cancer, and death. Most people living with the disease don't know they have it, and are unaware of risk factors.

Those aware of our campaign were significantly more likely to be aware of risk factors. Most importantly, HCV testing increased by 62% YoY.

We follow Chris, an average guy on his daily commute home from work. His journey takes a strange turn when, while crossing the road, Chris mistakes a stranger for himself. He begins to have more intense visions, encountering vivid memories of his younger self. Chris becomes more immersed as the scenarios become more visceral. As he tries to escape from his past self, Chris begins to realise the connection … His past had left him at risk of contracting a life-threatening disease. He is left considering; "Could I have been exposed to hepatitis C?" finally realizing he can take control of his future.

Hepatitis C has a huge amount of associated stigma. Knowledge of risk factors is minimal, and as 80% of people living with Hepatitis C are symptomless, diagnosis is low. Regulatory bodies, including patient groups and liver specialists, ensured our messaging was scientifically accurate, and realistic around the availability of cure.

500,000 people die annually from hepatitis C related diseases. 75% of people living with hepatitis C don't know they have it, and the disease can be symptomless for over 20 years. In the general population, many are unaware of hepatitis-C-associated risk factors and therefore of the possibility of having contracted the disease.

We created an awareness film, launched in Germany, to normalise and destigmatise hepatitis C. We chose risk factors relatable to the general public - blood transfusions, unprotected sex, unsterile tattoos or razors - to overcome stigma associated with the virus and get people to consider their past.