Act on Red: Raising the burning issues around Rosacea
Summary of work
We live in a world where looks are everything, from images on social media to the selfies we take. Imagine what it would be like to live with a skin condition you can’t control – when you blush and the redness doesn’t fade, you permanently wear your heart on your face – this is the reality for millions of people living with rosacea.
In a society where attractiveness positively relates to future success and happiness, it is not surprising that rosacea sufferers often experience self-consciousness and lowered self-esteem. Many are unaware that they even have a skin condition. The medical cause, the triggers and more importantly the solutions that could help restore their confidence are poorly understood.
Act on Red, Galderma’s first integrated global disease awareness campaign, was created to educate, empower and motivate sufferers to seek professional advice to address the conspicuous redness associated with rosacea.
With 4 campaign components – websites, Face Values: Global Perceptions Survey, integrated media programme and supported by prominent ambassadors including Sex and the City actress Cynthia Nixon – Ogilvy Healthworld supported Galderma to inform across 21 markets over 3 million website visitors and over 420 million readers about solutions to living with facial redness associated with rosacea.
The coverage achieved was phenomenal and the entrants were honest about the lessons they learned from the programme. What was also impressive was that they measured real patient outcomes and not just views within a niche, non-sexy disease area [rosacea].