NY Times: San Francisco Ads Plead for Asians to Get Hepatitis Tests

May 03, 2010

Published: May 2, 2010

SAN FRANCISCO — It is an image both shocking and strangely serene: 10 beauty queens, each with a broad smile, sparkling earrings and a beautiful gown. And written across the bottom of the photograph is a simple, stark question.

“Which one,” it reads, “deserves to die?”

The image is part of a provocative advertising campaign by San Francisco Hep B Free, which aims to eradicate the disease with citywide vaccinations against hepatitis B. The campaign debuts here in print and on television this week and is aimed at jarring the city’s large Asian population into confronting the stubborn public health hazard of hepatitis B.