Winner
The Unwearable Collection™: See More Than Psoriasis
Summary of work
Living with a rare skin disease that few people understand is tough, but it is even more challenging when it’s diminished to “just psoriasis”. Generalized pustular psoriasis (GPP) shares a name but is so much more than plaque psoriasis – distinct in cause and effect.
With almost one in three people misdiagnosed, living years without a correct diagnosis, GPP has proven to have a greater negative impact on patients’ lives vs. psoriasis.
Grasping just how difficult GPP can be to live with is challenging. Many diseases are painful or isolating, but pain like ‘a papercut, but times 10,000’ or being stabbed with ‘knives over and over’? Enter The Unwearable Collection™, an authentic and emotive campaign to cut through psoriasis noise, increase engagement and inspire patients to become GPP ambassadors instead of hiding in the shadows.
Our challenge was to rewrite the narrative, to see more than psoriasis and communicate these differences across social media, to create impact with the general public and targeted GPP patient and dermatologist audiences.
A 171% increase in GPP mentions and 330% increase in website traffic to GPP information enabled us to shine a light on GPP and people who are forced to live with it daily.
Judges’ comments
The Unwearable Collection™ is a fantastic piece of work. It was beautiful and imaginative. Ogilvy Health and Boehringer Ingelheim had taken an installation artist who then externalised what living with psoriasis was all about, working closely with a patient. It has driven a huge amount of awareness with a visceral and emotive solution. It was edgy and innovative, with phenomenal results. The judges wished they’d worked on it!
