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Astellas Award for Excellence in Patient Programmes

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Psoriasis: Act. Stop Ignoring.

by Publicis Life Brands Resolute for Janssen UK

Summary of work

1.8 million people in the UK have psoriasis, a disfiguring immunemediated disease which can have a deep psychological impact.1,2 In a European survey, 77% said the disease is a problem or significant problem in their everyday life.2 Regular assessment of psoriasis severity is recommended to ensure effective treatment, yet fewer than half of clinicians follow this recommendation.3 The ‘Psoriasis: Act. Stop Ignoring’ campaign aimed to empower patients suffering in silence to proactively seek better psoriasis management. The core campaign tactic was a survey, which found that fewer than one in five patients were aware of the PASI (a psoriasis severity measurement). A campaign then highlighted the specific need for better patient information and support, while simultaneously providing education on the PASI and encouraging patients to ask their doctor for a PASI score. The survey results also formed part of a dialogue with a Parliamentary Group to obtain their endorsement of the PASI in standard clinical practice. A follow-up survey six months later revealed a 210% increase in patient awareness of the PASI, and the number of patients receiving PASI assessments had doubled. In October 2012, the PASI was included within the NICE clinical guideline for psoriasis management.4


1. Last accessed March 2013.

2. L. Dubertret, L. U. Mrowietz, A. Ranki et al. European Patient Perspectives on the Impact of Psoriasis: the EUROPSO Patient Membership Survey. Br J Dermatol. 2006;155 Issue 4:729-736.

3. British Association of Dermatologists. An audit of the provision of dermatology services in secondary care in the United Kingdom with a focus on the care of people with psoriasis. January 2008.

4. National Institute for Health and Clinical Excellence. Psoriasis. Assessment and management of psoriasis. Clinical Guideline: methods, evidence and recommendations. October 2012.

Judges comments

Strong on insight and evaluation, this campaign delivered great results that were clearly benchmarked and exceeded. As an awareness campaign, it was multi-faceted and had lots of mileage. One of the key outcomes - to drive NICE clinical guideline change on psoriasis management - was well earned.


MyAsthma - by emotive for GSK


touch Patient Support Programme - by Atlantis Healthcare for LEO Pharma

Addressing the unique needs of children and young people with ADHD - by Aurora for Janssen

Psoriasis: Act. Stop Ignoring. - by Publicis Life Brands Resolute for Janssen UK

Winners in Pictures

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Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

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

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

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253