Ulla Puggaard Ltd
Why are South Asian communities at risk of hepatitis C?
In the UK, approximately 0.5% of the general population carries the hepatitis C virus. Working with The Hepatitis C Trust and Studio PPaint, our goal was to raise awareness and encourage testing for hepatitis C within South Asian communities in the UK.
Misconceptions and stigma, particularly around non-sexual transmission, have been significant barriers to early diagnosis. Hepatitis C often develops silently, with symptoms appearing only after many years. In fact, around half of those living with the virus are unaware they have it. However, being asymptomatic does not mean the virus is harmless. Left untreated, hepatitis C can cause serious liver damage, including cirrhosis and liver cancer.
Through this collaboration, we aimed to bring hepatitis C to the forefront, breaking down stigma and promoting early testing and treatment within these communities.
Task
I was tasked with creating a culturally sensitive campaign that would educate the community, reduce stigma, and increase testing, both offline and online.
Action
Designed visually engaging posters with clear icons explaining risk factors (barbers, dentists, medical procedures abroad).
Distributed materials across 40+ community locations.
Adapted content for TikTok, creating short, myth-busting videos using subtitles, trending audio, and community voices to reach younger audiences.
Result
Clinics reported a 28–35% increase in testing appointments within three months.
TikTok content achieved 10,000+ views with high engagement.
The campaign improved awareness, reduced stigma, and encouraged testing, helping the Trust reach more hard-to-reach communities.