Hepatitis C can cause liver failure and as yet there is no vaccination against it. Many people are ignorant about the severity of the disease, and information about it has often been overshadowed among drug users by concerns about HIV. 茅
The government's North East Drug Action Team appointed Newcastle-based creative shop Different to research how best to target intravenous drug users, and to develop a hard-hitting campaign to educate and inform them about Hepatitis C.
If it is successful it is likely that similar campaigns will be run throughout the rest of the country by regional Drug Action Teams.
Ben Quigley, managing director of Different, said: "Our aim in the campaign was to fill in the knowledge gaps left by hearsay and misinformation. It is vital that those who misuse injectable drugs know exactly what the risks of sharing are, and Hepatitis C is often overshadowed by the Aids message. It is a common virus and one that can be avoided with safer injecting knowledge."
The campaign will use leaflets and packs handed out to drug users in locations where they can regularly be found, such as the youth justice system and social services and counselling centres.
The creative stars a comic style character called Doug the Digger, who will offer information about safer drug use. The pack will also contain a checklist of ways to use drugs safely, such as not sharing water or sterilising equipment as well as needles. The creative uses the slogan "Hepatitis C -- don't shoot and share".
The campaign relies on the fact that drug users share knowledge about injecting and aims to help users pass on the correct information to each other.
Quigley said: "The research showed that users often communicate this kind of information to each other, so the campaign aims to ensure that the information they share among one another is correct."
The handouts, which are being distributed this month, will be supported by a radio and cinema campaign, which breaks next month.
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