Finalist
Scratch Beneath the Surface – Atopic Dermatitis Disease Awareness Launch Event
Summary of work
Atopic dermatitis (AD) is the most common form of eczema. It is a chronic disease characterised by itchy, inflamed skin, and can be debilitating in its severe form. Although it occurs most often in infants and children, in the UK, approximately 1.5 million (3%) adults have AD.
Sanofi, together with Chamberlain Healthcare PR, held a launch event for ‘Scratch Beneath the Surface’ (SBTS), a campaign designed to raise awareness of the physical and particularly the psychosocial burden that atopic dermatitis can have. The event reflected the campaign aim of bringing the AD community (patients, patient groups, healthcare professionals and others) together to effect change at a grass-roots level; in particular to build, support and drive awareness of AD, and increase understanding and appreciation of its psychosocial impact.
The event was attended by a cross section of stakeholders in AD, and took attendees on an interactive, immersive journey starting at the skin’s surface and then going deeper to explore how AD can impact all aspects of a patient’s life. Using novel techniques such as live skin projection mapping and theatrical performances delivered information in a non-traditional way, with expert speakers providing a third party perspective.
Judges’ comments
This event oozed creativity that highlighted the physical and psychological burden of atopic dermatitis. We were thoroughly impressed with the post-meeting outcomes, which was built upon a truly bold strategy.
