Best in Multicultural Marketing 2017

Weber Shandwick, APartnership, and Gilead Sciences wanted to reach the Asian-American community with a discussion of hepatitis B.


Weber Shandwick, APartnership, and Gilead Sciences
Breaking the Silence on Hepatitis B in the Asian-American Community

Weber Shandwick, APartnership, and Gilead Sciences wanted to reach the Asian-American community with a discussion of hepatitis B.

The team developed an unbranded documentary, Be About It, which followed two families’ struggles against a disease shrouded by stigma.

Its primary subjects were Alan, a reporter, and AJ, a radiology technician, who had each lost loved ones to health complications related to hepatitis B. Their stories served as the campaign’s centerpieces.

The film engaged a community disproportionately affected by chronic hepatitis B on an emotional level, seeing the community as people, not just cases or numbers. It also leveraged storytelling as an antidote against the afflictions of silence and fear.

"Phenomenal," one judge said. "It broke through stigmas in a very elegant way."

Research showed older Asian Americans rely on their community for information, while younger cohorts serve as gatekeepers.

The result was a campaign intimate enough to speak to each person individually and the scope to interact with a community on its terms.

The film was screened at seven film festivals, such as the Center for Asian American Media’s Film Festival in San Francisco. Media outreach was led at the local, in-language, and national levels.

Educational material was shared on an unbranded website, provided to influencers who could share resources and content, and disseminated at local market events with translations in Chinese, Korean, and Vietnamese.

A community kit allowed local groups to host their own screenings.

Be About It and its broader message generated more than 100 media placements in audience-targeted outlets.

"The research and insights in this campaign were superb," a second judge noted.

Honorable Mention

Edelman and Unilever
Dove Hair #LoveYourCurls Emojis

Dove Hair wanted to continue what it started in #LoveYourCurls, its campaign empowering a diverse range of women with curly hair.Despite the broad use of emojis, no keyboard had any representations of natural curly hair. So Dove and Edelman decided to create one of their own, a #LoveYourCurls emoji keyboard. In one month, the emoji keyboard generated more than one billion media impressions. The overall #LoveYourCurls campaign helped reverse a nine-year decline in the overall U.S. Dove Hair business, as sales grew by 10%.

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