Excellence in Social Media Strategy

Summary of work

Our skin is one of the primary ways we connect with those around us. It’s an important factor in how we are perceived by others, and how confident we feel about ourselves. For rosacea sufferers the visible facial symptoms associated with their condition – redness, spots and lesions – can lead to feelings of embarrassment, shame and isolation, with many opting to hide their imperfections under heavy make-up.

But, how can we change this stigma if we are hiding from the World?

Launched during Rosacea Awareness Month in April 2019, #RosaceaNoFilter – an influencer-led bare-faced ‘selfie’ social media campaign – empowered people with this chronic, distressing and often misunderstood facial skin disease, to open up and share the burden they face in everyday life. With credible social influencers leading the way, we united the online rosacea community, prompting over 200 bare-faced selfies and honest messages from rosacea sufferers candidly speaking about the challenges of life with the disease.

Harnessing the power of peer-to-peer dialogue to break down barriers and raise global awareness of the true emotional and psychosocial burden of rosacea, the campaign swept across social media garnering over 1m total impressions and a potential audience reach of over 450k.

Judges' comments

Using the selfie approach was brave given the topic of rosacea. Having identified six real women influencers, the company then selected good channels to deliver a strong and impactful campaign based on a diverse paid, owned and earned content strategy. A truly social media campaign for good.