DAE Behind Groundbreaking Ad Campaign To Help Turn San Francisco Into First Hepatitis B Free City Nationwide

FOR IMMEDIATE RELEASE

SF Hep B Free Ad Campaign Asks "Which One Deserves To Die"

San Francisco, CA (May 4, 2010) – DAE, an award-winning Asian American advertising agency based in San Francisco provided pro bono services for San Francisco Hep B Free, a model collaboration of over 50 private and public organizations whose goal is to turn San Francisco into the first hepatitis B free city nationwide. Recent data released from the National Cancer Institute confirms that San Francisco has the highest rate of liver cancer in the nation. It is the gateway for immigrants from Asian countries where there is a high prevalence of hepatitis B.

Recently featured in the New York Times (May 3, 2010), DAE created a unique and provocative ad campaign called "Which One Deserves To Die?” alerting the public that 1 in 10 Asian Americans is chronically infected with hepatitis B compared to 1 in 1,000 in the general population. Hepatitis B infection causes up to 80 percent of all liver cancers worldwide. More than one in four patients is likely to develop liver cancer if the infection is left untreated.

“As Asian American ourselves, we have the responsibility to do something to help stop hepatitis B,” said Vicky Wong, President & CEO, DAE. “For us, it’s an honor to take this on because we can save lives by using our talent and expertise. I was in shock when I first heard that 1 in 10 Asian Americans is chronically affected with hepatitis B. This campaign recreated that shock and in turn commands immediate attention.”

“This is the first ever major ad campaign to feature real Asian Americans from all walks of life and that’s why it’s going to have some emotional impact,” said Ted Fang, AsianWeek Foundation and Co-Founder, SF Hep B Free. “These ads speak to the Asian American consumer and equally important, they will motivate the general public to understand that all society must work together to end Hep B disease and liver cancer.”

This ad campaign will appear in ethnic and local mainstream newspapers, billboards, bus transit boards in honor of the 15th Anniversary of National Hepatitis Awareness Month and Asian Pacific Heritage Month in May. TV commercials were also produced and will receive wide exposure on Comcast cable, broadcast and Asian television stations. The "Which One Deserves To Die?" print ads and PSAs can be viewed at: http://sfhepbfree.org/preview2010

About DAE:
DAE is an EFFIE award-winning, full-service agency specializing in marketing communications to the Asian American market. Founded in 1990, DAE combines mainstream advertising knowledge with a true understanding of East West cultures to deliver breakthrough, strategically focused programs that yield proven results for clients that include Wells Fargo, Southwest Airlines, Asian Art Museum, and Cathay Pacific Airways. DAE celebrates 20th anniversary this year.

About San Francisco Hep B Free:
San Francisco Hep B Free is a first-of-its-kind collaboration between city government, private healthcare community organizations and businesses. The campaign’s goal is to make San Francisco hepatitis B-free by (1) creating public and healthcare provider awareness about the importance of testing & vaccinating Asian and Pacific Islanders for hepatitis B; (2) promoting routine hepatitis B screenings and vaccinations within the primary care medical community; and (3) facilitating access to treatment for chronically infected individuals. For more info, please go to www.sfhepbfree.org.

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Media Contacts:
Grace Niwa, Niwa Public Relations
grace@niwapr.com
(617) 299-9848