A 360-campaign led by the Emirates Dermatology Society in partnership with Novartis to address the social stigma caused by lack of awareness and empower psoriasis patients to seek treatment.


The Challenge

Psoriasis is an autoimmune skin disorder with tremendous physical and psychological implications. Patients not only have to deal with a serious illness, but also with social stigma which can be devastating. Moreover, many patients have tried multiple treatments that haven’t achieved results causing them to lose hope and abandon their treatment journey.


The Solution

An emotional and integrated communications campaign with a powerful message to empower patients to break away from shame and seek medical advice. Utilizing social media, ATL and BTL channels, the campaign engaged millions across the MENA region via TV and radio ads, press events and influencer marketing.



The campaign renewed hope, inspiring patients to live their best life unhindered by psoriasis; 93% of psoriasis patients surveyed reported the campaign positively influenced their lives.