The Big Red C campaign is backed by hepatitis charities and local NHS boards. It aims to reach the estimated 18,000 Scots who are unaware they have hepatitis C. If left untreated the blood-borne virus can cause serious liver damage and death.
The campaign slogan (Ever injected? Get tested. Hep C – it can be cured) highlights the risks for anyone who has ever injected drugs and encourages them to consider getting a test.
The target audience is people who may have used unsterile equipment including those who injected drugs in the past, and people who are injecting or have ever injected steroids, body image or performance-enhancing drugs such as injectable tanning products.