Hayata Sarı Not Bırak
Our Hepatitis B awareness project, which began in 2019 under the leadership of Santa Farma İlaç and the Association for Combating Viral Hepatitis, reached 6 million people through various mediums and channels in 2019-2020.
Starting Point of the Project
According to data from the Association for Combating Viral Hepatitis, it is estimated that 3.5 million people in Türkiye have Hepatitis B. The report stated that 1.8 million adults are unaware of their disease. However, Hepatitis B is highly contagious. Delay in initiating treatment can lead to serious health problems. Although the public is aware of this disease, not enough attention is paid to it. Accordingly, the primary aim was to raise awareness of Hepatitis B in the public, to emphasize that it is an important problem, and especially to ensure that more people get tested and take precautions.
We chose a hopeful and cheerful expression in the public awareness campaign on hepatitis B. Our target audience was men and women between the ages of 15 and 35. Another of our aims was to make the color yellow and the letter B stand for Hepatitis B disease. A campaign with hope has thus emerged: Hayata Sarı Not Bırak…
Viral hastalığı viral farkındalık
We prepared “Viral hastalığa viral bir farkındalık” project to draw attention to Hepatitis B. We planned our strategy on digital platforms. “What do you think B means to 1.8 million people in Türkiye?” was the campaign’s key starting point.
We aimed to raise the curiosity of the target audience and increase interactions until the day of awareness. This question was posed to the public together with Türkiye’s most popular street interview channel Sarı Mikrofon and YouTuber Hayrettin. In the street interviews, Sarı Mikrofon asked questions while Hayrettin drew attention to the video with his interesting jokes hinting the participants about B.
When the interview video was published on the Sarı Mikrofon channel, Hayrettin simultaneously directed his audience to the channel. When those interested in the answer clicked on the website, they were directed to another mysterious site. The letter B on a large yellow notepaper greeted those in the homepage of the website. When they typed something about B in this field, they got the answer to the question, i.e. the information page.
On July 28th, awareness day, we eliminated this mystery with a Hepatitis B information video created in collaboration with Hayrettin.
We brought Sarı Mikrofon and Hayrettin together in this project and reached a total of 4 million people through their social media and the campaign’s accounts during the campaign.
We reached 200 thousand people with our information video for July 28, World Hepatitis Day.
Within two months, ten thousand people visited our informative website, and we collected B data for the first time in Turkey. 750 people wrote down the first words that came to mind when they thought of B. We created hepatitis B social media accounts with the highest interaction and followers in Türkiye.
Awareness with Instagram AR Hepatitis B Filter
With the pandemic period in 2020, we continued Hayata Sarı Not Bırak awareness project and transformed it into a more digitalized project.
We wanted to explain to the target group of people aged 20 to 40 that Hepatitis B is a contagious disease and raise awareness about it. Accordingly, we chose the disease’s “viral” effect as the main starting point for the campaign in order to raise awareness with a low budget for “World Hepatitis B Day” on July 28th. In line with the viral concept, we created an Instagram filter design with the question, “Ne Taşıyor Olabilirsin? (What Could You Be Carrying?)”
We introduced ourselves to the target audience as Hayata Sarı Not Bırak Instagram Filter. We collaborated with Hayrettin and shared the question “Ne Taşıyor Olabilirsin?” in the filter to increase organic reach.
We included 50 answers in the filter. We entered 14 of these 50 responses as Hepatitis B. This increased the probability of a Hepatitis B response by 28% for people using the filter. We directed the target audience to the campaign website in the filter post to inform them in detail.
We organically showed Hayata Sarı Not Bırak Augmented Reality Instagram Filter to 239K people in a special project planned for July 28, World Hepatitis B Day, thanks to the reach power of Hayrettin. We had 25K people using the filter. While the campaign’s Instagram account increased by 98%, the campaign’s site traffic increased by 433%.
Türkiye’s first awareness song for Hepatitis B
Based on the video edits we completed in 2019 with our project face Hayrettin, we created the awareness song “Gizli Gizli Gezinir Hepatit B,” whose lyrics and music were written by Agresif Arılar, and the backing track was created by EducatedEar. With the music video we posted on Hayrettin’s YouTube channel, we reached 4.5 million people across all social media platforms.
Awards for Hayata Sarı Not Bırak Project
