LEO PHARMA Psoriasis Campaign

The campaign’s central message was “Don’t give up your favourite habits because of psoriasis”, aiming to urge patients with psoriasis to visit their Dermatoligist, get informed about the latest medical facts regarding the disease, so that in collaboration with their dermatologist deal with the disease effectively. The campaign’s main communications tool was a TV spot projecting favourite and daily habits. The TV spot’s protagonist was the well-known actor/director Tasos Iordanidis who advised patients not to let psoriasis determine their choices and also urged them to visit their Dermatologist and get informed about the latest data on psoriasis treatment.

The starting point of the awareness campaign was the projection of the spot as a social message on TV and on the internet, where the campaign’s message was spread throughout Greece with great success. The spot’s views on the internet and YouTube exceeded 330,000. The campaign’s website https://psoriasis.myderma.info/agapimenes-synithies included useful tools, tips and a variety of topics related to psoriasis and its treatment and was visited by more than 27,000 Internet users.

The campaign ended with the unveiling of a mural at the school complex of the 16th High School of Athens.  On the graffiti, with a special artistic “expression”, favourite habits /sports, such as swimming, cycling and volleyball are portrayed while the phrase “Don’t give up your favourite habits” dominates, sending a message of optimism and encouragement.

The artistic intervention was implemented within the framework of the program “Painting School Buildings” of the UrbanAct group, under the auspices of the Municipality of Athens and the participation of the artist Life In Colour.