Challenge: To provide input for the development of a highly experiential advertising campaign, aimed at creating greater public awareness and education around Hepatitis C.

Objective: To evaluate communications concepts and identify the optimal concept direction for the Hepatitis C campaign.

Solution: Qualitative discussion groups among individuals who had Hepatitis C risk factors across two geographic markets.

Result: Based on our work, Plan-it recommended the most compelling and attention-getting concept for further development, along with recommendations for fine-tuning the concept.