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The calendar of days and months dedicated to different diseases and conditions is relatively crowded.

So it’s entirely possible that World Hepatitis Day on July 28 slipped under your radar this year. 

However, Dynavax and Publicis Health weren’t going to let it pass by unrecognized and used the occasion to launch a campaign to support hepatitis B vaccine recommendations from the Centers for Disease Control and Prevention. 

The effort – No One Should Get Hep B – utilizes black-and-white photography and direct talk to reach the estimated 133 million American adults who are eligible for the vaccine under the latest guidelines. 

In November 2021, the Advisory Committee on Immunization Practices (ACIP) changed its hepatitis B recommendation from risk-based to age-based for adults. 

The updated guidelines recommend that all adults between ages 19 and 59 receive the vaccine.

For patients who are 60 and older, those with risk factors are encouraged to receive the vaccine. Meanwhile, those above 60 without identified risk factors but desire extra protection may get it. 

In light of these adjusted public health recommendations, Dynavax has been ready to provide its two-dose Heplisav-B vaccine, approved by the FDA in November 2017, to a market with growing demand.

“It basically expanded the entire population and that was a big milestone,” Eleni Kornblatt, VP of commercial strategy and marketing at Dynavax, says. “Then there was an opportunity to put a campaign together that reached all audiences — pharmacists, doctors and consumers — with one brand unified effort. This was a way to bring together the message and accelerate it, if you will. This isn’t our first campaign, but it’s the first of its kind given the universal recommendation.”

While the eventual goal is to reach all 133 million Americans eligible for the vaccine, Kornblatt says that the initial target audience for the effort is a narrower one: the wellness seeker. 

While this proactive, health-focused consumer is first on the docket, Kornblatt says Dynavax is supporting its sales teams in efforts to reach physicians and retailers. 

Convincing otherwise healthy patients that they should consider another adult vaccine required a bold approach from a marketing perspective, according to Dominic Pellitteri, VP of brand strategy at Publicis Health.

The No One Should Get Hep B campaign takes the form of social posts and print pieces with black-and-white portraits paired with first-person messages.

These include: “I was shocked when I found out chronic hepatitis B can lead to liver cancer” and “It’s up to us to protect them.” 

Pellitteri says the messages are meant to be provocative, emotional and convey the shock of somebody finding out that they can get hepatitis B and could have prevented it by getting vaccinated. 

“The campaign tested well in driving that mindset shift of taking something that’s not on the radar to ‘This is something that could be for me,’” he explains. “For HCPs, it’s a shift to ‘This could be any of my patients and I need to take action to protect them.’”

Other Dynavax efforts to spread this critical message around the hepatitis-B vaccine include educational webinars, with a number held in May to coincide with Hepatitis Awareness Month. Additionally, there are others planned for October to coincide with Liver Cancer Awareness Month. 

A new consumer site for Heplisav-B was also launched earlier this year while the professional site should be live by September. 

Looming behind this campaign and other hepatitis-B initiatives is a goal set by the World Health Organization to eliminate viral hepatitis by 2030. It’s an ambitious objective but Dynavax hopes to play a large part in helping the world reach it. 

“One of the reasons you put a universal recommendation in place is because it’s a public health need,” Kornblatt says. “The best way to achieve the goal of eliminating hepatitis B is by getting as many people as you can vaccinated for it. That’s the best that we can do. We’re activating consumers to go in, ask for the vaccine and make sure that our professionals know that they need to recommend it.”