Be About It – Gilead
Asian Americans are disproportionately impacted by chronic hepatitis B, but due to misconceptions and fear, many don’t seek testing or treatment. To eliminate this stigma, Gilead partnered with Chinese-American filmmaker Christopher Wong—whose own family has been affected by the disease—and produced Be About It, an unbranded, character-driven documentary that follows two fathers living with hepatitis B and the impact on their families.
To ensure the film reached the communities most affected, we launched targeted promotions of the movie during May, Hepatitis B Awareness Month, in 10 U.S. cities with large Asian American populations. These community-focused PR events featured healthcare professionals and advocates, fostering education, storytelling, and connection. To broaden our impact, we also ran in-language educational print insertions in World Journal, Korea Daily, and Việt Báo and developed a culturally relevant microsite offering resources and support.
Be About It screened at seven Asian American and international film festivals, earning praise from audiences and public health stakeholders alike. More than a campaign, it became a movement—sparking dialogue, shifting perceptions, and inspiring communities to take ownership of their health journeys and truly ‘be about it.’
Winner of PR Week’s Best in Multicultural Marketing, 2017
MM&M Awards, Best Multicultural Campaign, 2017
3AF PR Campaign of the Year, 2018
