interTrend Partners With The San Francisco Hep B Free Campaign to Increase Awareness and Understanding of Hepatitis B

August 28, 2008 | 1:10 pm

LONG BEACH, Calif., Aug. 28 /PRNewswire/ -- interTrend Communications, a full-service Asian American marketing communications agency, joined forces with The SF Hep B Free Campaign (The SF Hep B Free) in creating the "B a Hero" advertising campaign to increase the public's understanding of hepatitis B disease. The "B a Hero" campaign is scheduled to launch in the San Francisco Bay area this August.

Although the "B a Hero" campaign is aimed to raise awareness of hepatitis B across all markets, it especially tries to reach out to Asian Americans, who are ten times more likely to have hepatitis B disease than other Americans. The campaign encourages patients to have open discussions about testing, screening and treatment with their doctor.

Hepatitis B is a deadly disease that causes up to 80% of all liver cancers. However, it can be prevented with a simple vaccine and treated with effective medications. Because of reticence among Asians and Pacific Islanders to talk about illness, the campaign emphasizes a positive approach with the slogan: "Be Tested. Be Vaccinated. Be Treated. B a Hep B Hero!"

"This is the best example of how to do Asian marketing. The message reaches both Asian-language and English-language speakers, both immigrant Asians and those born in America," said Ted Fang, Publisher of AsianWeek and Steering Committee Member of The San Francisco hep B Free Campaign. "We haven't even launched the major advertising campaign yet, but are already receiving national interest in the SF hep B Free 'B a Hero' icon."

interTrend has been volunteering to take the lead to develop the campaign creative strategy, concept, and the tactical ideas since November 2007. The "B a Hero" campaign was born in April 2008.

"interTrend enjoys working with our community partners to create and design social marketing campaigns that are important to our society," said Jon Yokogawa, managing director of interTrend communications. "Partnering with The SF Hep B Free and creating an influential campaign such as 'B a Hero' campaign gives the public, especially Asian Americans, the option for a healthy and hep B free life."

The "B a Hero" teaser campaign is being launched during May in celebration of Asian Heritage Month; moreover, Hep B Free organized free public screening at the Asian Heritage Street Celebration, which is the largest gathering of Asians in America.

The formal launch of "B a Hero" advertising campaign, including billboards, bus posters, and banners will start in late August. The SF Hep B Free is seen as a national model in efforts to raise awareness in the fight against hepatitis B. To view "B a Hero" creative, please log in to http://www.intertrend.com. For more information on hepatitis B, please visit http://www.sfhepbfree.org.

About interTrend Communications

interTrend Communications, Inc. is a leading full-service marketing agency targeting the Asian American segments such as Chinese, Japanese, Korean, Vietnamese and Filipino. With a proven track record, interTrend has successfully helped Fortune 1000 clients nurture and establish brand leadership positions in this emerging market through an integrated mix of advertising, public relations, promotions, events and interactive strategies via various in-language media outlets.

interTrend delivers excellence to clients, working as marketing partners. Today, long-term partnerships have been established with Toyota Motor Company, JCPenney, State Farm Insurance, Pala Casino, Western Union, Verizon, Northwest Airlines, Southern California Gas Company, San Diego Gas & Electric and Santa Anita Park.

About Hep B Free Organization

The San Francisco Hep B Free Coordinating Council is a first-in-nation effort calling on the collaboration of a wide spectrum of organizations for testing and vaccinating all Asian and Pacific Islander residents, with the goal of making San Francisco free of hepatitis B.

The San Francisco Hep B Free Steering Committee consists of the San Francisco Department of Public Health, Asian Liver Center at Stanford University, and AsianWeek Foundation.