Around a third of people don’t know how hepatitis C can be passed from person to person, according to new research commissioned by the Department of Health published today.
The findings come as a major hepatitis C awareness campaign is launched to reach out to the estimated 100,000 people in England who are unaware they have the infection and stop others getting it.
Radio and press advertising will remind the public of life experiences that could have exposed them to infection such as injecting drugs or getting tattoos where equipment may not have been sterile. The campaign coincides with the 20th anniversary of the virus being identified.
Hepatitis C is a blood-borne virus that can cause chronic infection and lead to serious liver damage and even premature death.
The ICM poll reveals that:
• Nearly one in four people don’t know that hepatitis C can be passed on by sharing needles when injecting drugs;
• Around 4 in 10 people don’t know that they can catch hepatitis C by using unsterile equipment when getting a tattoo, piercing or acupuncture
• One in eight think that hepatitis C can be passed on by kissing;
• About one in six think consuming contaminated food or water can transmit the virus; and
• A third of respondents mistakenly believe that there is a vaccine to protect against infection with hepatitis C.
Chief Medical Officer, Sir Liam Donaldson said:
“Around 100,000 people in England are estimated to be unaware that they have hepatitis C. It can take years or even decades for symptoms to appear, if at all, and if left untreated can lead to liver damage and premature death. Fortunately, effective treatment is available, so it’s vital that people who may have been at risk of infection seek medical advice and get tested.”
Charles Gore, Chief Executive of the Hepatitis C Trust said:
“Twenty years down the line, it’s worrying to see the public still believe so many myths around hepatitis C. Education is absolutely essential to eradicating this problem. We are pleased to see the Department of Health campaigning on this issue, but it’s now time for both the public and health professionals to take action. We’d urge anyone who feels they might be at risk to get tested, and health professionals to be vigilant to diagnosing patients.”
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For more information on the research please contact Caroline Bird or Claudia Mosehli on 020 7815 3967 / 07786 431 743 or email caroline.bird@munroforster.com / Claudia.mosehli@munroforster.com
For further information on the campaign please contact Sarah Adamson, Marketing Manager, VCCP 07709 484636 .
Editors Notes:
An integrated communications agency pioneering a new approach, VCCP has a well earned reputation as one of the most innovative agency forces working in the UK.
VCCP creates visual narratives, based on the principle that brands need to make an immediate visual impression to have an impact. Clients include O2, Comparethemarket, Muller, COI, and London Olympics 2012.
The agency has also built a reputation for work that works. VCCP has won five IPA Effectiveness Awards between 2004 – 2007 including Gold and Grand Prix for O2 and The Effectiveness Agency of the Year (billings below £100m).
Recent activities include:
• Winning Muller Fruit Corners business
• Creating the most talked about campaign of 2009 with comparethemarket.com’s launch of Aleksandr the meerkat
• Launching The O2 now the world’s most popular entertainment venue
• Launching the Government’s high profile Alcohol Harm Reduction campaigns
• Becoming the first creatively led advertising agency in the UK to launch a specialist search marketing agency, VCCP Search
ICM Research interviewed 1,457 adults online from 9th – 11th January 2009
The Department of Health’s hepatitis C awareness campaign supports the Hepatitis C Action Plan for England, which seeks to improve the prevention, diagnosis and treatment of hepatitis C. The Action Plan is available on the DH website at: www.dh.gov.uk/publications and www.dh.gov.uk/cmo
For more information about Department of Health policy on hepatitis C please contact the Media Centre on 020 7210 5221
Hepatitis C is a blood-borne virus that can cause chronic infection and lead to serious liver damage (cirrhosis and primary liver cancer). It is recognised as a significant public health problem worldwide. In England it is estimated that there are approximately 200,000 people chronically infected and that the majority of these are probably unaware of their infection. There is currently no vaccine against hepatitis C so prevention of new infections is particularly important
There is effective antiviral drug treatment for hepatitis C that has been approved by the National Institute for Clinical Excellence (NICE)
Examples of people’s life experiences with hepatitis C will be profiled in a number of short film clips for the public about the issues surrounding hepatitis C. These will be available on the NHS Choices website (www.nhs.uk/hepc)
For further information please go to www.nhs.uk/hepc or for confidential information and advice, call the Hepatitis C Information Line on 0800 181 4114 (textphone 0800 0850859). The Information line is open from 7am-11pm, 7 days a week. To speak to someone who has been through the treatment, or who is living with the virus and for support to all those affected by hepatitis C, directly or indirectly, please phone the Hepatitis C Trust helpline on 0845 223 4424.
An online test is also available to members of the public who think they may have come in contact with the virus, which assesses their risk level and provides further information about the virus. Visit www.nhs.uk/hepc to find out more.
