We targeted people with moderate-to-severe psoriasis. It’s a debilitating condition, for many, clear skin is the goal.

The good news – thanks to advances in dermatology, it’s now possible. The bad news – after years of setbacks, most patients don’t think it’s achievable.

Our job was to change their minds.

We hear a woman talking about her love of life-drawing – and how she used to ‘hide away’ because of her psoriasis.

But then her tone changes. Suddenly she’s exuding confidence.

She speaks out to her fellow artists and we realise that she’s no longer the painter. She’s the model. She’s achieved clear skin and wants to bare it all. We hear the creak of a chair as she changes into a more daring pose.

The end reveals that, if you have psoriasis too, you can achieve clear skin – just by asking your doctor. What you do with it is up to you.

As specified by the ABPI code, our ad:

- Cannot mention product name if it is prescription-only

- Cannot promote a specific treatment or treatment type (i.e. topical treatments, UV therapy, biologic treatments)

- Cannot over-promise or guarantee treatment outcomes

- Has to specify the company sponsoring the campaign

'Life Drawing’ is the first psoriasis radio ad to use humour.

The majority of psoriasis campaigns focus on the negative side of the condition, highlighting its symptoms and debilitating nature. This just reaffirms how people with psoriasis already feel. Which isn’t very helpful.

We wanted people to feel positive again. So we brought comedy into our ‘Life Drawing’ radio ad, showing a more unusual way of celebrating your clear skin. It was designed to make people laugh and think: 'hey, I know what I'd do if I got clear skin.'

This comic approach would've cut through and been hugely refreshing for an audience who haven't been given a reason to be hopeful for a long time.

Plus, using radio allowed us to put a naked person in an ad – in one of the most heavily regulated sectors out there.

FVO: (Posh, effete accent)

I’ve always loved life drawing.

It was perfect when I had psoriasis. I could hide away behind my easel.

(suddenly more lively, more energy/excitement)

But now I’m clear, well…

SFX – ZIPPER

…artist becomes subject matter.

(louder, excited)

My body is your body fellow artists…

Draw me! Explore me!

(aside)

And make sure you get my good side… shall I just pop my leg up here?

FVO: (Clear, neutral, little bit of edge)

If you have psoriasis, ask your dermatologist for clear skin.

What you do with it is up to you.

Visit askforclear.co.uk

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