The primary audience for the campaign is people who have hepatitis C (hep C), but do not know they have it (estimated to be 25,000). We are particularly targeting people who injected drugs in the 80's and 90's, as sharing needles is by far the most significant risk factor. This group are typically aged 45 to 65-years-old, predominantly male, but not exclusively.
As stigmatisation can be an issue with hep C, the campaign shows that it is widespread (around 50,000 New Zealanders have it), that people from all walks of life can have hep C, and that it can be treated.
While the campaign is not targeting people who currently inject, The NZ Needle Exchange programme have developed a “Know it, Treat it, Beat it” campaign within this community of people.