The World Health Organization (WHO) has referred to hepatitis as a "viral time bomb" that poses a major public health, economic and social threat. The virus is highly infectious and easily transmitted through blood-to-blood contact - presenting disproportionate risks for people who inject drugs. A cure exists but is prohibitively expensive in most countries.
Many younger gay men these days have not seen their friends die of AIDS-related illnesses, and there certainly isn't the fear around HIV which their once was. There is a difficult balance to strike here: we don't want to stigmatise HIV further yet at the same time it is difficult to combat the damaging "I don't care" attitude without emphasising the serious nature of the HIV infection.