Case Study: Health New Zealand | Te Whatu Ora boosts Hep C testing with VMLY&R's bold "Stick it to Hep C" campaign

Health New Zealand | Te Whatu Ora boosts Hep C testing 150% with VMLY&R

The customer, Health New Zealand | Te Whatu Ora, faced the challenge of promoting Hepatitis C testing among a hard-to-reach audience of men aged 50+. The objective for vendor VMLY&R was to create a behavior change campaign that would break the silence around the disease and increase testing rates by 30%.

VMLY&R developed a bold campaign in collaboration with the Hep C community, centered on the provocative act of raising a middle finger to represent a simple finger-prick test. The solution resonated powerfully, making it the country's most talked-about campaign and increasing Hepatitis C testing by 150%. The campaign's measurable impact was proven by a 1000% increase in positive results, demonstrating it successfully reached the most at-risk individuals.

Health New Zealand | Te Whatu Ora