Cannes Lions

Give Nothing To Psoriasis - Patient Campaign

VCCP HEALTH, London / LEO PHARMA / 2018

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

For the 1.8 million psoriasis sufferers in the UK, the impact goes far beyond their skin. They give away parts of their lives that are really important to them.

We wanted to help sufferers recognise just how much they are giving away, and encourage them to seek the treatment they need.

We asked three real people with psoriasis to set up stalls at Stoke Newington car boot sale. But rather than selling the items on their stalls…they were giving them away.

Each of the items became an opportunity to tell the story of a part of their life that they had given away to psoriasis.

Execution

• Implementation

A stunt film shot at Stoke Newington car boot sale (flea market), where real psoriasis patients gave away to the general public items representing parts of their own lives that they had given away because of their psoriasis.

• Timeline

- Initiation and roll out across UK within a year

• Placement

- Youtube, Facebook, Instagram, auction site listings, Give Nothing to Psoriasis website

• Scale

- Targeted delivery to psoriasis sufferers across the UK

Outcome

• Reach

6,012,327 impressions over the 3 months that the campaign was live

• Engagement

Over 1 million video views across platforms over the 3 months that the campaign was live

• Impact

519% increase in traffic to the Give Nothing to Psoriasis patient support website over the 3 months that the campaign was live (compared to the previous comparable marketing period)

Similar Campaigns

6 items

LEO Pharma: Small Steps are a Big Start

WE COMMUNICATIONS, London

LEO Pharma: Small Steps are a Big Start

2022, LEO PHARMA

(opens in a new tab)