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Celgene launches 'edu-tainment' psoriasis awareness initiative

Millefeuille film seeks to highlight everyday burden of the disease
Millefeuille film still

Celgene has released a fictional film to raise the profile of the physical and social challenges people living with psoriasis and psoriatic arthritis face every day.

The short film - Millefeuille (A Thousand Leaves) - tells the story of Élodie, a Frenchwoman who was forced to give up her career as a pastry chef due to her struggles with the effects of psoriasis and psoriatic arthritis.

Produced in collaboration with UK health communications agency Bedrock Multimedia and film production company Turtle Canyon Films, Millefeuille explores the unhappiness and frustration felt by psoriasis patients and how a sense of community can change a patient's outlook in life.

Lee Heeson, vice president of inflammation and immunology at Celgene EMEA, said: “We believe that 'coping' is not good enough and that patients deserve more.

“It is our hope that using an approach which goes beyond the 'standard' definition of disease information - and uses fiction to bring the message to life - can help those who are less motivated or not seeking psoriasis education, to challenge the status quo and live better lives.”

Research for the film came from the Multinational Assessment of Psoriasis and Psoriatic Arthrisis (MAPP), which involved nearly 4,000 patients and HCPs in order to gain the first-hand perspective of the people living with and treating the disease.

The survey found that nearly half of patients had not seen a doctor in the past year, with almost 20% believing that their condition could not be improved by medical care.

To supplement that work, and further chart the patient experience, a home video ethnography project - P.S.LIVE - was created, where patients recorded insights into their life with psoriasis.

Christine Janus, chief executive of the International Alliance of Dermatology Patient Organisations, said she was excited about the film's potential.

“It's fabulous to see psoriasis getting this type of creative exposure,” she commented. “The majority of people love cinema and a good story, and we're delighted to see a story, which shows us the value of looking beyond the disease and seeing the person.”

Psoriasis, a chronic and systematic inflammatory skin disorder, affects approximately 14m people in Europe - 75% of whom believe the condition has a negative impact on their quality of life.

Janus added: “We are very familiar with the challenges, the shame, and the pain faced by people living with psoriasis and other visible and disfiguring skin conditions.

“Finding new ways of getting this message across is important, so that people can feel empowered to face their condition, seek help, support and eventually live their best possible lives.”

Millefeuille adds to Celgene's recent psoriasis awareness drive, having launched the Life's an Itch campaign earlier this year. The Itch Art Gallery showcases bespoke works of art designed to raise discussion around the “maddening” effects of psoriasis symptoms, and will tour psoriasis-related meetings and medical conferences for the duration of the year.

Article by
Rebecca Clifford

19th May 2016

From: Marketing

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