American Liver Foundation
COALITION BUILDING EXPERTISE
American Liver Foundation
CHALLENGE
Life-Threatening Virus Doesn’t Earn Respect It’s Due
Liver experts were well aware of the hepatitis C epidemic brewing in California. With a known 500,000 Californians infected with the life-threatening virus, physicians and advocates from state public health officials to take action. But, the state did not share the Foundation’s belief that hepatitis C was a critical public health threat. Still determined to make a difference, hep C advocates sought Perry Communications Group’s counsel to build a coalition supporting legislation that would require hepatitis C education, screening and treatment.
SOLUTION
Leverage California’s Blind Eye to a Lingering Killer
Perry Communications Group built a coalition of health care, law enforcement and patient advocacy organizations to support the urgent need for hepatitis C legislation. The Hepatitis C Taskforce was created and brought forth expert recommendations for model legislation. In addition, a research study revealed the general public and health care professionals possessed limited knowledge about hepatitis C, most notably a lack of awareness of the virus’ prevalence within California. Media relations took advantage of this lack of knowledge juxtaposed against data from a joint public health report by the coalition and the California Center for Health Improvement, which quantified the alarming, rising infection rates. A strategic paid advertising plan complemented earned media by providing creative educational messages about the killer virus.
RESULT
Hepatitis C Acknowledged as Public Health Threat; Laws Created to Fund Public Education, Screening and Treatment
- Nearly 30 million media impressions built a compelling case for public policy action. A front-page article in the Los Angeles Times provided essential legislative momentum to secure passage of SB 694 in both houses and enactment by Governor Wilson.
- The following year the coalition’s efforts secured passage of a second measure (SB 1256), which Governor Davis signed into law. The legislation appropriated $1.5 M to create California’s first hepatitis C awareness and screening program to combat the deadly virus.
