GlaxoSmithKline has introduced HEPPOs - an innovative 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.

According to the company release, 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 & Hepatitis B and educate people and dispel myths about the disease. 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% of Acute Liver Failure and 50% 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", said Dr Sanjoy K Datta, Director of Clinical R&D and Medical Affairs of GSK Biologicals - South Asia.

An extremely engaging and pioneering approach has been employed to introduce the HEPPOs across nine cities, viz. Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune, Ahmedabad and Coimbatore. This unique 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, added the release.