For many people with psoriasis, looking in the mirror can be a sad reminder of your condition. One sufferer in focus groups told us she used to shower in the dark, so she couldn’t see her psoriasis in the mirror.

But Dovonex Psoriasis Ointment can help alleviate psoriasis and enable you to 'love your skin again.'

In the radio ads, we hear a woman & a man talking to someone we assume is a long-lost friend or family member, explaining how good it is to see them again.

We then hear a voice over say: “See yourself in the mirror, not your psoriasis” explaining that they are actually talking to themselves, in the mirror. After using Dovonex, they can finally see their real selves again.

The ads were supported by an integrated campaign: http://www.dovonexpsoriasis.ie that showed people with positive reflections emerging from a mirror’s surface to embrace or greet them.