abbvie

Raising Psoriasis Awareness by Raising the Confidence of Audiences

Client: Abbvie

OVERVIEW

Psoriasis, is an auto-immune disorder that manifests itself as red, scaly and often painful patches on the skin. Patients with the condition often spend years trying – and failing – to find both a dermatologist who understands the disease or an effective treatment for it. While the disease is not life-threatening, the symptoms have a marked effect on patients, and many of them enter a state of “learned helplessness” that undermines their self-confidence to the point that some become housebound to hide their outbreaks. We wanted to find a way to give these patients the confidence to take steps to restart their lives.

CHALLENGE

Develop a disease awareness campaign to reach an “unreached” audience and empower them with resources to confidently confront their disease.

SOLUTION

Working with Stacy London – host of TLC’s “What Not To Wear,” and psoriasis sufferer since childhood – we developed an unbranded educational campaign. The program armed sufferers with a variety of tools and resources to help build their confidence, get the treatment they need and get them back out into the world, living again.

RESULTS