People with rosacea often go years before going to the doctor for rosacea treatments - and up to the introduction of Mirvarso, there was little that could be done that worked in such an effective way. Doctors had their hands tied in terms of offering such an effective treatment - so even when patients presented, there wasn't much they could offer. Worse still - doctors were not educated on the psychological effects, often do not realise how devastating it can be to the suffer... Our brief was two fold - to let doctors know there is now a very effective treatment, Mirvaso - and secondly to raise the importance of the psychological effects rosacea has on a patient - and the impact on the day to day lives - and to help doctors take it more seriously.

A real rosacea sufferer speaks about how she has suffered throughout her life because of the colour of the skin. She talks about lack of confidence - finding it hard to get a partner or a job and how life is hard. We created the drama of the piece by blocking out her face into silhouette so you would think she is coloured and the discrimination is racial - until the lights come on and her rosacea is revealed. She then appeals to doctors to end the discrimination. Mirvaso is the answer to the problem - a treatment that can make the rosacea disappear.

First we found a rosacea sufferer so we could us a real patient in the video. we filmed her in a studio - with no make up. We created the drama of the piece by blocking out her face into silhouette so you would think she is coloured and the discrimination is racial - until the lights come on and her rosacea is revealed. The video was pushed out to healthcare professionals through reps, banner ads that click through and print advertisements. It was housed on a microsite where more information about Mivarso, the

treatment could be downloaded.