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Writing Excellence - Digital/Online Content

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PS Arthritis

by AbbVie

Summary of work

PS Arthritis

Founded in 2012, the See Psoriasis: Look Deeper (SPLD) collaboration is a multi-stakeholder group whose shared aim is to look beyond the physical aspects of psoriasis and highlight the bigger impact the disease has on sufferers.

Recognising the need for improved awareness and diagnosis of psoriatic arthritis (PsA), the group focused its 2015 activity on raising the profile of this condition through an awareness campaign that targeted those psoriasis patients who have already been diagnosed.

In doing so we wanted to develop content SPLD members could share across their online networks, including Facebook and Twitter.

A third of psoriasis patients are affected by PsA. However, our insights show that patients need to be informed of their increased likelihood of getting PsA, and reminded to take notice of joint pain and report it to their doctor.

We developed the concept ‘Ps.Arthritis’ to resonate with the message that PsA should not be forgotten.

Our materials were developed in collaboration with the SPLD collaboration and were hosted on their website.

As a member of this group, the Psoriasis Association was committed to Ps.Arthritis and we decided to deliver it over the course of its Psoriasis Awareness Week, maximising reach to its members.

Judges' comments

Brilliant and inspired, this ticked all the boxes and more! We liked the animation, with its link to a clear story, and would like to see more of this style used by the industry. The work was very engaging and cleverly written and the strong infographic communicated some useful information – which many don’t. All in all it was a well-constructed entry that allowed you to learn something.


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