90Ten to promote ‘Sorted’ clinics

90Ten is to launch a PR push aiming to encourage London’s gay men to vaccinate themselves against Hepatitis A and B.

The gay and lesbian specialist agency has been hired to boost the profile of Chelsea and Westminster Healthcare NHS Trust’s ‘Sorted’ sexual health clinics.

90Ten director Paul Tanner said: ‘Hepatitis A and B are 100 times more infectious than HIV, yet most gay men in London are still not vaccinated.’

PR work will target gay London men aged between 18 and 30, aiming to stress the ‘quickness and straightforwardness’ of the vaccination, and will encourage patients to return for subsequent injections.

Tanner said discussions were ongoing as to the campaign’s slogan and key messaging.

The promotion of Sorted was formerly funded by Aventis Pasteur MSD and handled by Red Door Communications, which won a PRWeek Award last year for its ‘B Safe’ campaign (PRWeek, 31 October 2003).

AP MSD’s and Red Door’s links with Sorted have ceased, but the agency continues to promote AP MSD’s vaccination portfolio.

Chelsea and Westminster Healthcare NHS Trust director of sexual health Alan McOwan said: ‘Less than 50 per cent of gay men in London are vaccinated against Hepatitis B and are therefore open to infection.’

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