Asian Americans are disproportionately affected by chronic hepatitis B, but due to misconceptions and fear, many Asian Americans don’t seek testing or treatment.
We sought to eliminate the stigma with Gilead. We produced an unbranded documentary called Be About It, a character-driven story centered on two fathers and the impact of hepatitis B on their daily lives. To deliver authenticity and credibility, we partnered with a Chinese-American director with a history of the disease in his family.
The film screened at seven Asian American and International film festivals across the U.S. garnering extremely positive feedback from audiences and stakeholders, sparking conversations about hepatitis throughout Asian American communities, media, and online. We changed the conversation and generated hope, encouraging people to break the silence and “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