Society in general in Lithuania doesn't have much knowledge about the psoriasis disease, there are numerous myths surrounding it and even people who do have psoriasis, usually do not take action to cure it as they do not believe there are effective treatment methods or even cannot tell if their skin condition is psoriasis. So the key objectives of the campaign are a) to raise awareness of the psoriasis as an illness that can be cured (reach at least 1 million of audience); b) to encourage people to seek professional doctor's help to treat the disease (at least x2 increase).

What seems normal to a healthy person is a forbidden fruit for those who have psoriasis. People who have the disease need to say NO to shorts, shirts, stylish underwear, beach clothes, also things that build relationships – hugs, kisses, handshakes. Worst of all, people with psoriasis not only say, but also hear NO from those around them.

By showing that, with this skin disease, there is always a person upfront, promotional video and a number of visuals has been created. Well-known Lithuanian influencers were challenged to answer how would they feel with the number of NO's in their lives, while magazine-like visuals spotlighted raw and unhidden beauty of the people having psoriasis saying YES to their skin.

Target audience - people potentially having psoriasis and haven't cured it due to the lack of information about the ways of its treatment. People living in the biggest cities of Lithuania (Vilnius, Kaunas, Klaipeda) where professional dermatologists' consultation is available, age range 18-65.

An awareness campaign has been created educating people about the disease, possibilities to overcome it and live a usual life like others. The broad spectrum of media channels and well-known influencers were chosen used due to the goal to reach wide target audience.

A campaign website (iveikzvyneline.lt / overcomepsoriasis.lt) has been developed that served as an information hub regarding the disease for psoriasis diagnostics, treatment, advice, patient stories and other relevant subjects for those who either have or might have psoriasis. The campaign was created around the website - all media placements (outdoor advertising, radio ads, Google Display, Search campaigns, content marketing project in the media, campaign video with influencers participating) had a clear call to action to visit the website where people can find all necessary information in one place.

1,6 million reached audience

580.000 campaign video views

80.000 website visitors in three months

3x increase in patients inquiries to dermatologists in Vilnius, Kaunas and Klaipėda cities (confidential information).