Title	UNLIKE TIIT C. HEPA
Brand	ESTONIAN CANCER SOCIETY
Product/Service	SOCIAL AWARENESS CAMPAIGN
Category	B01. Education & Awareness
Entrant Company	UTOPIA Tallinn, ESTONIA
Advertising Agency	UTOPIA Tallinn, ESTONIA
Production Company	CUBA FILMS Tallinn, ESTONIA
Production Company 2	MOTIVE Tallinn, ESTONIA

Name	Company	Position
Robert Kõrvits	Pingpong Marketing Oü	Copywriter

The Brief

The aim of the campaign was to raise awareness about Hepatitis C, speak about the nature of the disease and invite people to complete a test. Campaign's goal was to reach to 40% of Estonians adults and get 2200 people to test themselves.

Creative Execution

On the first stage a viral character called Tiit C Hepa was created - an anagram of the name of the disease Hepatitis C (Tiit is a common first name in Estonia). He got a personal history, ID card, social media account and he started to search friends from different places, just like a real disease. He also appeared as a celebrity on live TV-shows and got into the news with a cover story as a person who wants to set a Guinness record as a first person, who has become friends with all people in one country. Teaser phase of the campaign lasted 3 months. In the second stage of the campaign his cover was blown by an advertising campaign Unlike Tiit C Hepa. The campaign is still passively active www.unlikechepatiit.ee

We reached over 1 million people who saw the campaign (almost 70% of the population). Over 17 000 people visited the campaign website in Estonia and over 6500 people tested themselves.

The strategy of creating a disease as a person, as a symbol of the Hepatitis C, was chosen because of the complex nature of the problem. Personified disease can gather all the elements of problem into one, easily understandable, whole. Viral campaign was a result of the viral disease: it's hidden form depicts best the hidden disease. Integration was the essential part of the campaign. Synergy between social media actions, live performances and advertising campaign were the key to gaining results.