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Expose the shocking truth

A recent ad campaign to increase Hepatitis B awareness relies on high-impact tactics. One ad in particular shows ten beauty queens in a pageant photo, each with sash and glowing smile. The text asks us, “Which one deserves to die?”

Photo of Jonathan Warner
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The ad asks a question without providing an answer or explanation. Nonetheless, the imagery and wording created a discomfort and curiosity that drove me to research it online. It turns out that 10% of Asian Americans is chronically infected with Hepatitis B. In a city filled with ads and visual stimulation, this billboard caused me to take personal steps to track down the answer.



The number of patients needing bone marrow and the relative ease of donation contrast sharply with the number of donors. Exposing this discrepancy in the form of a gripping question will, at the very least, increase awareness. Implemented well, it could directly drive donations.

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