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Life’s An Itch

by Red Consultancy for Celgene

Summary of work

Life’s An Itch

Merciless. Relentless. Torture. Just a few of the words people with psoriasis use to describe the itch that accompanies their inflamed skin. However, there’s a perception among healthcare professionals (HCPs) that psoriasis doesn’t itch.
Working in collaboration with the Psoriasis Association - and supported by the British Dermatological Nursing Group - we commissioned Itch Art based on the words people with psoriasis used to describe their itch, helping to bring this under-recognised and under-reported symptom to life. But we didn’t stop there. Again, based on insight, we produced an Itch Discussion Tool to help people with psoriasis verbalise and quantify the impact of itch on everyday life to better inform discussions around its management in clinical practice.
Promotion through partners, patient websites, bloggers and social media drove 12,656 visits to the campaign microsite and 2,277 visits to campaign content on the Psoriasis Association website. Coverage in HCP media reached 10,900,000.
62% of patients participating in a dermatology clinic pilot of the Tool had their treatment strategy changed as a result of using the Tool. 100% of the Psoriasis Association members who reviewed the Tool would recommend it to someone with psoriasis and would like to see it used routinely in clinical practice.

Judges' comments

This meaningful campaign inspired artists to produce a visual representation of survey results. In doing so, it communicated and connected with its audience, ‘painting a picture’ of what patients feel through art. It’s a completely different approach to anything that we’ve seen and it’s very hard to fault. As a piece of work this entry stood out a mile for us.


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Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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