Though AAPIs make up less that 5 percent of the U.S. Population, they account for more than 50% of the 1.2 million American estimated to be living with hepatitis B.  As estimated 1 in 12 AAPIs is living with hepatitis B, yet as many as 2 out of 3 people do not know they are infected.   CDC Know Hepatitis B seeks to increase awareness about this silent epidemic.   The campaign was designed to be accessible, approachable and optimistic to encourage AAPIs to get blood test for hepatitis B, which has social stigma.  IW created a concept which leverages one of the Asian cultural value: Commitment to the family, with the tagline--Loving your family starts caring yourself.  Get tested for hepatitis B.

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