This global campaign tackled the stigma surrounding hepatitis, a key barrier preventing people from seeking life-saving testing. Known as the silent killer, hepatitis often remains undetected until it causes severe liver damage. Despite increased access to testing and treatment, many hesitate to get screened for fear of being judged or labeled as engaging in risky behaviors. While certain groups face higher risks, the truth is anyone can contract hepatitis, and early testing is critical for effective treatment.

To challenge these misconceptions, Roche launched a thought-provoking campaign with the message "Everyone Deserves to Get Tested." A social experiment film featuring eight brave strangers questioned societal biases, while key visuals of real patients from China, Pakistan, Thailand, and Vietnam gave the disease a human face. The campaign sought to transform testing from a disempowering act into an empowering step toward better health.

The campaign debuted across APAC and Africa on World Hepatitis Day (July 28) and continues to expand globally. By addressing stigma head-on, this initiative fosters greater awareness and encourages testing, making a significant step toward normalizing hepatitis screening worldwide.

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