Psoriasis is more than just a skin condition. For many patients it can fundamentally affect their self-worth and self-esteem, and stop them living a normal life. Things many of us take for granted, like playing sport, wearing our favourite clothes, or dating, can become extremely challenging for people with psoriasis.

Long-term suffers often give up and resign themselves to living with the condition, and stop seeking new options for treatment. They can grow to mistrust health systems, and any messages they see from them, which is why many of them haven’t been back to see a doctor or dermatologist in years.

Celgene were conducting a pilot programme in Austria, to let psoriasis suffers know there were new treatment options available from their dermatologist. We wanted patients not to just resign themselves to living with their condition, but to ‘rise up’ and speak to their doctor about treatment options.

As a branded disease awareness campaign for a European audience, the campaign was unable to mention any specific drug or treatment, only to advise or guide patients to their dermatologist to discuss treatment options. Every element of the campaign had to be pre-approved by Celgene’s internal medical teams.

We open on a woman standing in front of an open wardrobe. She reaches for a short-sleeved summer dress, but as she does, her movement is stopped by an invisible, invisible, impenetrable barrier.

We see a man in the locker room at a health club, wearing a bathing suit, his body mostly covered by a towel. As he walks towards the swimming area, he’s stopped abruptly by the same invisible barrier.

We cut to a young couple at the door to an apartment block, at the end of a night out. With a shy smile, the woman invites her boyfriend inside, but as he tries to step in, he’s blocked by the same barrier, looking hurt and upset.

We see a title on the screen:

WHY IS PSORIASIS STOPPING YOU LIVING YOUR LIFE?

DON’T LET IT.

IT’S TIME TO RISE UP AGAINST PSORIASIS. GO TO

RISEAGAINSTPSORIASIS.COM AND VISIT YOUR DERMATOLOGIST