Excellence in Communicating and Using Data

Summary of work

# Almost one-in-three people with psoriasis will develop psoriatic arthritis.

These conditions fall under the lesser-recognised term ’psoriatic disease’, the complexities and impact of which are not yet widely understood. Many people living with psoriatic disease and clinicians only think and treat skin-deep without considering the broader impact. We needed to get under the skin and dive deeper into psoriasis and beyond, building awareness, data and understanding.

Psoriasis and Beyond – a research initiative in partnership with the global patient group IFPA – aimed to assess people’s understanding of their psoriatic disease and uncover the multiple hidden layers of the disease and its human impact.

Activating 16 patient groups across 20 countries, harnessing expert patient advocates and key opinion leaders, we used a ’scroll-stopping’ creative to recruit nearly 5,000 people living with psoriatic disease to take part in the study. With the results, we went on to co-create a high-impact social campaign to share the study findings. The campaign directed audiences to a new online hub on IFPA’s website, leveraging patient-based evidence to educate and challenge perceptions of psoriatic disease. Sharing the study findings through Instagram stories and GIFs resulted in over 12 million impressions and 20,000 total engagements.

Judges' comments

This was a really solid campaign that was very effective in obtaining and utilising the data, and had a good approach to leveraging survey data to communicate insights. It had good targeting activities with the creative aspects that were interesting to see. The results from the data were impressive.