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.
Give Nothing to Psoriasis
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.
So psoriasis patients cope with their situation, not by pushing for better treatment, but changing the way they live. They give away parts of their life that are really important to them.
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
