Glaxosmithklime introduces 'heppos' to prevent hepatitis

Mumbai, May 10 (UNI) GlaxoSmithKline, preventive healthcare solutions provider, has introduced 'HEPPOs' - a public awareness initiative to combat the incidence of jaundice (hepatitis).

Through the HEPPOs, GlaxoSmithKline reintroduces their bouquet of hepatitis vaccines - for Hepatitis A, Hepatitis B and a combination vaccine for Hepatitis A&B, namely, Havrix, Engerix-B and Twinrix, a company release said here today.

The HEPPOs campaign is an innovative foray to create consumer awareness about Hepatitis. An engaging approach has been employed to introduce HEPPOs across nine cities - Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, Ahmedabad and Coimbatore, the release added.

This initiative will be rolled out through mass media and outdoor campaigns as well as a distinctive direct to consumer outreach programme. The HEPPOs will now be seen on hoardings, buses, trains, newspapers and at prominent malls where life-size HEPPOs will interact with children and their parents, the release said.

HEPPOs are fun loving advocates of good health free from common causes of viral hepatitis. The three characters A-RIX, B-RIX and AB-RIX will talk about Hepatitis A and Hepatitis B and educate people and dispel myths about the disease, the release said.

This campaign has been launched to kick off the Hepatitis awareness month in May.

''Not many know that jaundice is not a disease, it is a symptom.

The disease causing this condition could be viral hepatitis, amongst which Hepatitis A&B are most common. Studies have shown that in India Hepatitis A virus causes 65 per cent of Acute Liver Failure and 50 per cent of Fulminant Hepatic Failure. GSK has been a leader in building consumer awareness through education campaigns and we are proud to present the new superheroes who will champion the cause of spreading awareness on vaccine preventable Hepatitis,'' Director of Clinical R&D and Medical Affairs of GSK Biologicals, South Asia, Dr Sanjoy K Datta said.

In 2004, GSK Biologicals distributed more than 1.5 billion doses of vaccines in 168 countries, both developed and developing ones, an average of 45 doses per second. Approximately 140 million of the 1.5 billion vaccine doses delivered last year were combined pediatric vaccines that protect children against a minimum of three and up to six diseases in one go, the release added.

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