Opening Eyes with a Blind Campaign

Vertex Pharmaceuticals

  • Blind campaign management
  • Hiring and training locals
  • Interactive multimedia
  • Before/after polling

Opening eyes with a blind campaign

For Vertex and Arnold Worldwide, we managed and staffed a unique "blind campaign" (meaning the client was not identified) that focused on a problem instead of a product. The goal was to measure and increase awareness of hepatitis C, and reduce the stigma it carries.

To start, a big letter "C" was placed around New York and people were surveyed on their knowledge of hepatitis. Then, the campaign created a lively scene drawing crowds at various sporting and cultural events. Graffiti artists painted banners. DJ's scratched out tunes. And actors and other locals "high in personality" were hired and trained to engage with the public. They got people to sign up via iPads to get tested for hepatitis, and handed out educational materials and C-branded trucker's caps (getting hip for hep, so to speak). Afterwards, surveys were taken again. Results showed a large increase in hepatitis C screenings and awareness.

Bottom line? We helped Vertex open eyes by focusing on community health instead of a commercial product.