Gilead
Draw a line
UCB
On Edge
The 'À fleur de peau' campaign reveals the often overlooked psychological impact of psoriasis on patients. Through an artistic and social experience, it invites people to confront the gaze of others, either through a film or by stepping into the shoes of a patient with temporary tattoos.
Context
In France, psoriasis affects more than 2 million people, and 62% of patients suffer from insecurities due to the impact of others' perceptions. Socially, the visual aspect of the disease is the most challenging to cope with. The fear of being judged leads to avoidance behaviors (limiting outings, social interactions...) and, in some cases, can even result in depressive states.
Problem statement
So how can we encourage healthcare professionals to adopt a new perspective on psoriasis and adapt care to meet the needs of patients?
Our Idea
Engage healthcare professionals through art to raise awareness of the psychological burden their psoriasis patients face due to societal judgment. This campaign contrasts with typical communications about psoriasis, which either urge the general public to change their perspective on patients or encourage patients to embrace self-acceptance.
The campaign
Creations
We attended a life drawing class, surprising the students with a model displaying psoriasis. A video recording captured the artists' reactions and their graphic choices, illustrating our message. To take the initiative further, we created kits with psoriasis tattoos for healthcare professionals, encouraging them to experience the impact of others' perceptions firsthand.
Mediums
A campaign film distributed to patients on social media (Instagram, TikTok, YouTube) and to healthcare professionals at conferences, supported by flyers, posters, press ads, leaflets, and kits with temporary tattoos to help them "step into the skin" of their patients.
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