IT

PATIENT AWARENESS CAMPAIGN

A multichannel psoriasis awareness campaign that aims to help patients understand their own disease, encouraging them to turn to specialists who can help them face the problem, with willpower and determination.

The campaign also aims to raise awareness among the general public and among people living with psoriasis, so that they know that – with the help of specialists – it is possible to live the life they want despite the disease.

To address these challenges, the multichannel awareness campaign holds the patronage of the leading Italian patient associations.

The campaign sends a clear message to all patients: with the right determination and the help of specialist doctors, it is possible to take back control of one's life and send the disease «offside».

The campaign's objectives

  • Raise public awareness of the symptoms, causes and real complexity of psoriasis.
  • Fight the stigma and social isolation still too often associated with this condition.
  • Encourage open dialogue between the patient, their own doctor and the dermatology specialist.
  • Promote an effective health-communication network uniting doctors, institutions, scientific societies and associations.

The project's pillars

The Informational Web Portal

Live since March 2023, the portal has recorded 1.3 million visits and 852,000 unique users. It offers a protected, authoritative space with clear scientific information and a map of the specialist Centres to turn to.

The Social Community

A widespread presence across digital platforms (with over 41K views) to share content and useful tools linked to the 360° patient journey, divided into three macro-areas:

  • Disease Awareness — knowledge and diagnosis of the condition.
  • Lifestyle — sport, nutrition, clothing, travel, work.
  • Emotional sphere — relationships, parenthood, psychological support, the caregiver's role.

The Team of Influencers

To tell the daily impact of psoriasis without filters, the campaign involved professionals and experts from various fields (psychology, fashion, fitness, travel and nutrition), including Dr. Elpidio Cecere, Ida Galati, Maria Ostapenco, Sara & Lorenzo and Fernanda Scala.

Events across the Country (Square Tour)

During the 2024/2025 season, the campaign physically took to the squares of Italy's major cities (Naples, Rome, Bologna, Turin). At each stop, citizens could take part in informational talks and receive dedicated materials thanks to the simultaneous presence of a dermatology clinician, a representative of the patient associations, a psychologist and the campaign testimonials.

Useful resources a click away

Within the project, practical, downloadable and consultable materials were developed and made available to patients:

  • Videos and Interviews — multimedia content with the views of clinicians and industry experts.
  • Articles and Brochures — guides and insights written simply yet rich in official bibliographic sources.
  • Infographics — immediate, visual schemes to grasp the different facets of the disease at a glance.
  • Tables and Management Sheets — printable documents useful for patients to monitor symptoms daily and prepare for the specialist visit.

«I decided not to let the disease drive my life, but I chose to play it. Today there are tools and solutions that can help you live your life to the fullest. What matters is turning to your doctor and choosing the best strategy together.» — Campaign testimonial