UCB
On Edge
ABBVIE
Atopic Dermatitis
How Ready-to-Wear fashion codes can raise Public Awareness about Atopic Dermatitis
Context
Atopic dermatitis is a chronic inflammatory disease affecting 2 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
Creating a campaign inspired by Fashion Brands to depict the experiences of Atopic Dermatitis patients. This campaign will borrow the visual codes of fashion brands to showcase fictional clothing that represents the feelings and struggles of patients. As a "campaign within a campaign," we will transform each clothing label into a communication platform, delivering messages directly to those who meticulously read every label—our patients.
The campaign
Creations
The campaign draws inspiration from fashion and ready-to-wear aesthetics to raise awareness about atopic dermatitis. We've created a unique AI-generated clothing collection, with each piece symbolizing the daily challenges faced by patients with this condition. The models, through subtle gestures that mimic the act of scratching, convey the physical discomfort associated with the disease. The clothing label, often overlooked by many, becomes the central vehicle for delivering the message, aimed at directly engaging both patients and the general public.
Mediums
The campaign is distributed on Facebook and Instagram, targeting the general public through accounts that mimic the formats and strategies of fashion brands (reels, static posts, carousels). It also features tailored content for healthcare professionals, shared on LinkedIn.
Links
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