UCB
On Edge
Abbvie
Atopic Dermatitis
How Ready-to-Wear fashion & luxury codes can raise Public Awareness about Atopic Dermatitis
Context
Atopic dermatitis is a chronic inflammatory disease affecting 2,5 million people in France, including 850,000 children over the age of six. Among these patients, 33% find themselves in therapeutic limbo, convinced they have exhausted all treatment options without success. The daily burden of the disease is often underestimated, leading many to abandon their care journey. In response to this, Abbvie aims to redirect these patients and raise awareness about the availability of new treatment options, particularly in hospital settings.
Problem statement
How can we restore hope to Atopic Dermatitis patients, encourage those in therapeutic limbo to reconnect with their dermatologists, and raise Awareness among Healthcare Professionals about hospital-based treatment options?
Our Idea
Create a campaign that adopts the visual codes of fashion and luxury brands. Each visual features fictional clothing or accessories that patients are prohibited from wearing, illustrating the daily struggles they face.
Creations
Designed each year as a true collection, the campaign draws inspiration from fashion and ready-to-wear codes to raise awareness about atopic dermatitis.
We developed an exclusive line of garments and accessories, generated using generative artificial intelligence (GAI), where each piece represents the everyday challenges experienced by people living with this condition.
We developed an exclusive line of garments and accessories, generated using generative artificial intelligence (GAI), where each piece represents the everyday challenges experienced by people living with this condition.
Mediums
The campaign is shared across Facebook, Instagram, LinkedIn, and TikTok to reach both the general public and healthcare professionals. The feed mirrors the formats and aesthetics commonly used by fashion and luxury brands (Reels, static posts, carousels).
Results: Over 2.2 million impressions, coverage in the press, and thousands of comments across social media platforms.
Results: Over 2.2 million impressions, coverage in the press, and thousands of comments across social media platforms.
Links
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