Abbvie & Afa
Urgent Action
ABBVIE
Let’s pso
Life After Psoriasis
Context
Psoriasis affects nearly 2.4 million people in France.
Beyond its physical symptoms, this chronic condition causes significant psychological distress, social isolation, and a profound sense of helplessness.
Discouraged by treatments they perceive as ineffective or difficult to manage, many patients ultimately abandon their medical follow-up.
The introduction of biologic therapies in community settings, now available through private dermatologists, represents a major opportunity for patients struggling to find effective care.
Beyond its physical symptoms, this chronic condition causes significant psychological distress, social isolation, and a profound sense of helplessness.
Discouraged by treatments they perceive as ineffective or difficult to manage, many patients ultimately abandon their medical follow-up.
The introduction of biologic therapies in community settings, now available through private dermatologists, represents a major opportunity for patients struggling to find effective care.
Problem statement
How can we rebuild trust among diagnosed patients who feel discouraged by a complex and often disappointing treatment journey, in order to encourage them to reconnect with their dermatologist?
And how can we highlight the arrival of new therapeutic options without resorting to medical jargon, a distant tone, or messaging that feels guilt-inducing?
And how can we highlight the arrival of new therapeutic options without resorting to medical jargon, a distant tone, or messaging that feels guilt-inducing?
Our Idea
Showing what comes next. Life without symptoms, without shame, and without compromise.
With an optimistic and compassionate tone, the “Psotez le pas” campaign portrays patients reclaiming their everyday lives, free, confident, and at peace.
A relaxed, stigma-free invitation to book that next appointment.
With an optimistic and compassionate tone, the “Psotez le pas” campaign portrays patients reclaiming their everyday lives, free, confident, and at peace.
A relaxed, stigma-free invitation to book that next appointment.
The campaign
Creations
The campaign consists of two films and three visual scenarios. Each piece features patients fully enjoying life, free from the visible signs of the disease.
A clever play on perspective uses everyday objects, popcorn, a yoga ball, a houseplant, to subtly cover the characters’ likely nudity, while reinforcing the message of regained freedom.
In the films, animated subtitles bounce across the screen, following the characters across all formats.
Every asset was designed with a multi-channel rollout in mind.
A clever play on perspective uses everyday objects, popcorn, a yoga ball, a houseplant, to subtly cover the characters’ likely nudity, while reinforcing the message of regained freedom.
In the films, animated subtitles bounce across the screen, following the characters across all formats.
Every asset was designed with a multi-channel rollout in mind.
Mediums
The campaign speaks directly to those affected by psoriasis, as well as their loved ones, with the aim of creating a collective momentum around re-engaging with care.
It is designed to reach them where they’re most receptive: through films and visuals on social media, print ads, DOOH placements, outdoor displays, and programmatic banner distribution.
It is designed to reach them where they’re most receptive: through films and visuals on social media, print ads, DOOH placements, outdoor displays, and programmatic banner distribution.
More projects
UCB
On Edge
