Psoriasis, en dan?

PLV & Janssen Psoriasis, en dan?

Psoriasis, en dan?

THE BRIEF

Psoriasis Liga Vlaanderen in association with Janssen Pharmaceutica asked us to launch a national multi-platform campaign (with a strong emphasis on social) for psoriasis, to raise awareness and decrease the stigma that surrounds patients because of their visible symptoms.

THE WORK

We chose not to exploit the visible skin marks - which has been done so many times in the past. We wanted to deploy an emphatic, gripping and engaging campaign that got under people’s skin without showing that skin …

The online campaign kicked off with a video with Belgian personality Eline De Munck, making a fool of herself in a crowded tearoom.

The real reason for Eline’s behavior was revealed in prime time during ‘Van Gils & Gasten’, one of Belgium’s leading talk shows.

As it turned out, Eline was creating havoc only to distract attention from a psoriasis patient, Sarah, enjoying a cup of tea. Thanks to Eline, Sara was relieved from the staring behavior - if only for a moment - which she had endured so many times before.


In the wake of the buzz created by the viral video, we also launched a structural and informative campaign on social. We spread knowledge about psoriasis and created a safe place for patients to find and support one another.

The moving content was followed up with a print and poster campaign at PMD’s and dermatologists' cabinets to doctors and dermatologists.

The clip was viewed 260.000 times, shared 250 times and had a whopping 3.400 reactions.
The whole campaign was applauded by the complete psoriasis community and specialists.