2010 Media Execution Plan

2010 Media Execution Plan First City to End Hep B SFhepBfree.org

First City to End Hep B SFhepBfree.org About Hepatitis B • 80% of liver cancer worldwide caused by HBV • 1 in 10 APIs vs. 1 in 1000 in general population • 1 in 4 of them will die of liver cancer, failure • San Francisco has highest rate of liver cancer • Preventable with vaccine • Effective treatments available

First City to End Hep B SFhepBfree.org • HBV in San Francisco • Highest rate of liver cancer in U.S. • 35% of population is API, highest in the U.S. • 6,000 SF Asians will die from HBV-related liver cancer • HBV in United States • 2M Americans infected – More than half are APIs • HBV Worldwide • 2B people infected with HBV - 1/3 of world’s population • 400M have chronic HBV • 1M die each year of liver cancer, failure caused by HBV HBV is preventable!

First City to End Hep B SFhepBfree.org • San Francisco Hep B Free - Mission • Create public & clinician awareness of CHBV in the APIA community • Promote routine HBV testing and vac-cination within primary care setting • Facilitate access to follow-up care for infected

First City to End Hep B SFhepBfree.org National Impact

First City to End Hep B SFhepBfree.org Asian Heritage Street CelebrationEvent Marketing: Events that carry a message

First City to End Hep B SFhepBfree.org Community Education Dinner March 2009 5 Business co-sponsors 1 Media co-sponsor 13 Community co-sponsors

First City to End Hep B SFhepBfree.org

First City to End Hep B SFhepBfree.org Subaru Hep “B” Mobile

First City to End Hep B SFhepBfree.org San Francisco Giants

First City to End Hep B SFhepBfree.org Press Conference – May 2009 8 elected officials, 3 members from Mayor’s Office API Research Physician, API OB-Gyn, API patient

Government Resolutions 05/09 – SF Mayor’s Proclamation – Hep B Awareness 05/09 – Board of Supervisors – Hep B Awareness Month 05/09 – Governor Schwarzenegger – Hep Awareness 05/09 – CA Legislative Resolution Hep B Awareness 05/07 – Governor Schwarzenegger – Endorse SFHBF 05/07 – SF Women’s Commission – Endorse SFHBF 11/06 – Board of Supervisors – Universal testing 10/06 – Health Commission – Joining SF Supervisors First City to End Hep B SFhepBfree.org

Elected Officials – Actively Engaged Mayor Gavin Newsom Board of Supervisors Pres. (former) Aaron Peskin Board of Supervisors Pres. David Chiu Supervisor Carmen Chu Supervisor Eric Mar Supervisor Sophie Maxwell Supervisor Angela Alioto-Pier Community College Board (former) Rodel Rodis Community College Board Lawrence Wong Community College Board Milton Marks Community College Board Steve Ngo Board of Education Pres. Kim-Shree Maufas Board of Education Norman Yee Board of Education Hydra Mendoza Board of Education Jane Kim First City to End Hep B SFhepBfree.org City State • Governor Arnold Schwarzenegger • Controller John Chiang • State Senator Leland Yee • Assembly Majority Whip Fiona Ma • State Senator Mark Leno Federal • House Speaker Nancy Pelosi • Representative Mike Honda • Representative Jackie Speier • Senator Dianne Feinstein

First city in the US to test and vaccinate all Asian and Pacific Islanders for hepatitis B First City to End Hep B SFhepBfree.org

First City to End Hep B SFhepBfree.org “B a Hero” Campaign – Phase I Ordinary people can do extraordinary things. Everyone can be a hero and be the solution to the problem of hepatitis B. With this campaign, our goal was to tell the residents of San Francisco that a small step or a simple action can make a huge difference. Be tested, be vaccinated, be treated “B a Hero” to save lives from hepatitis B

First City to End Hep B SFhepBfree.org “B a Hero” Campaign – Phase I • Fall 2008 Launch • Campaign Elements • “Out-of-Home” • CBS Outdoor (Billboard/MUNI) • Clear Channel (Transit Shelters) • Newspaper • AsianWeek, Sing Tao, China Press, Korea Times etc. • PSAs

First City to End Hep B SFhepBfree.org MUNI Bus Panels &Interior Cards Billboards

Wallscape Billboards & Transit Shelters First City to End Hep B SFhepBfree.org

First City to End Hep B SFhepBfree.org Taxi Tops

2010 Media Execution Plan