Breaking the silence surrounding hepatitis C by promoting self-efficacy: hepatitis C public service announcements

Hepatitis C virus (HCV) is the most common chronic bloodborne virus in the United States. Despite this fact, there is a startling lack of awareness about HCV among individuals who might have contracted the virus. In this study, grounded in self-efficacy theory, we analyze public service announcements for HCV. Using focus groups to contextualize the responses of individuals living with HCV, we conclude that stigma and structural barriers pose the greatest challenges for health communicators trying to reach at-risk populations. The findings suggest that expanded use of celebrity appeals, realistic drug-use portrayals, more extensive use of social networking in tandem with nontraditional media, tapping into veterans, and maximizing self-efficacy messages while minimizing fear tactics offer new hope for successful health communication strategies. With 3.9 million people in the United States infected with HCV, this study offers urgently needed communication strategies to address this silent epidemic.