title: "Know More Hepatitis:" CDC's National Education Campaign to Increase Hepatitis C Testing Among People Born Between 1945 and 1965.
abstract: In 2012, CDC issued recommendations calling for those born between 1945 and 1965, or baby boomers, to get tested for the hepatitis C virus. To help implement this recommendation, CDC developed "Know More Hepatitis," a multimedia national education campaign. Guided by behavioral science theories and formative research, the campaign used multiple strategies to reach baby boomers and health-care providers with messages encouraging baby boomers to get tested for hepatitis C. With a limited campaign budget, the "Know More Hepatitis" campaign relied mostly on donated time and space from broadcast and print outlets. Donated placements totaled approximately $14.7 million, which reflected a more than 12-to-1 return on the campaign investment. This effort was supplemented with a small, paid digital advertising campaign. Combining audience impressions from both paid and donated campaign efforts resulted in more than 1.2 billion audience impressions.
authors.affiliation: Centers for Disease Control and Prevention, Division of Viral Hepatitis, Atlanta, GA.
authors.forename: Cynthia
authors.initials: C
authors.lastname: Jorgensen
authors.affiliation: Centers for Disease Control and Prevention, Division of Viral Hepatitis, Atlanta, GA.
authors.forename: C Amanda
authors.initials: CA
authors.lastname: Carnes
authors.affiliation: Centers for Disease Control and Prevention, Division of Viral Hepatitis, Atlanta, GA.
authors.forename: Alycia
authors.initials: A
authors.lastname: Downs
mesh_terms: D002487:Centers for Disease Control and Prevention, U.S.; D006293:Health Promotion / Q000379:methods*; D016174:Hepacivirus / Q000302:isolation & purification*; D006526:Hepatitis C / Q000175:diagnosis*; D006801:Humans; D008403:Mass Screening / Q000706:statistics & numerical data*; D014481:United States