LEO Pharma wanted to reach these resigned, underserved patients; to remind them of how much they are compromising, and to help them make a change.
Psoriasis is a life-long skin condition that affects 1.8 million people in the UK.
Like other conditions that affect your appearance, its impact on sufferers’ day-to-day lives often goes far beyond the physical symptoms.
Unfortunately, GPs can often dismiss psoriasis as a cosmetic condition, and send patients away with the same old ‘good enough’ treatments.
This campaign demonstrates how insight and creativity coming together can really lead to emotionally-challenging and thought-provoking work. Tracey Brader, PM Society Head Judge