Man-on-the-Street: New Yorkers' Reactions to the Big Yellow Cs
From: hepctv Sep 20, 2011
Sponsored by Vertex Pharmaceuticals
Did you see the Big Yellow Cs appear in well known locations in NYC starting on September 13 and wonder what they represent?
It was revealed that the Cs are part of Find Hep C, a campaign designed to raise awareness among New Yorkers about hepatitis C and provide information on testing. This video captures how New Yorkers reacted to the Cs before their meaning was revealed.
Hepatitis C is a silent killer that affects more people in NYC than residents of any other city in the U.S.
• 4 million Americans have hepatitis C; 75% of them don't know it.
• Nearly 150,000 New Yorkers have hepatitis C.
• Hepatitis C is the leading cause of liver cancer and the need for a liver transplant in the U.S.
• Hepatitis C often shows no symptoms.
• The good news is that hepatitis C can be cured.
To learn more about hepatitis C and find locations around NYC to get tested, visit http://www.FindHepC.com/ and follow @FindHepC on Twitter.
... (more info)
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Friday, September 23, 2011 @Pharma Marketing Blog
The Big C in the Big Apple
The Big Yellow C HepC campaign is what I would categorize as "guerrilla marketing," which according to wikipedia is "unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places." The Big Yellow C HepC campaign is interactive because each C includes a QR code imprinted on it. You have to get up close to it to scan that code and see where it leads you. Where does it lead? Maybe the QR code should have been on the closing screen of the video so us non-New Yorkers (or ex-New Yorkers) can scan it without getting on the A-train to 125th Street! (I'm guessing, however, that the QR code leads to the FindHepC.com web site, which is shown on the last screen.)..Continue Reading..
This Blogger @HCV New Drugs loves the campaign, how about you?
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