In Ads, Plea for Asians to Get Tests for Hepatitis

Jesse McKinley, 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.

San Francisco health officials estimate that as many as 1 in 10 residents of Asian descent are infected with the virus here, a percentage that contributes to the nation’s highest rate of liver cancer, an unhappy distinction for a city that prides itself on its innovative universal health plan as well as its response to past epidemics like AIDS. In the general population, about 1 in 1,000 people are infected with hepatitis B, which attacks the liver.

Read more at The New York Times.