The target audience were dermatologists attending a 3 day international dermatology congress.

Set within an everyday doctor consultation, this film demonstrates the frustration, isolation and depression Chronic Spontaneous Urticaria (CSU) patients feel after being diagnosed.

Within the initial dialogue, the doctor presents what he believes to be good news – after long wait (normally 2 years), the patient finally has a name for their condition.

This positivity, however, is short lived as doctors rarely change their patients’ treatment regimen; maintaining to prescribe a high level of antihistamines pills, instead of Xolair.

This means that patients now have a name for their condition but no improvement in their symptoms.

By pausing time, we show dermatologists how CSU patients truly feel at this moment in time.

When the patient sits back in his chair, the doctor continues to speak.

With a clock ticking sound left hanging in the background, we leave the reader with a call to action.

All content regarding the disease or patient opinion had to be medically accurate and fully substantiated.

Chronic Spontaneous Urticaria (CSU) patients are stuck in a loop of frustration, isolation and depression. Dermatologists only see their peripheral symptoms (red, itchy skin/swelling) and fail to see their internal suffering.

CSU causes sudden skin rashes and swelling all-over the body. The average wait for diagnosis is a long and arduous wait of around 2 years.

The moment patients are diagnosed with CSU should be a happy one as it should mean better treatment and a better life. However, due to a lack of understanding by dermatologists of this rare disease, dermatologists seldom change their treatment. Leaving them now diagnosed but no better off.

By displaying the significance of this moment of time we showed dermatologists the truth about their patients’ torment, with a call to action that they can do more to help.

[Doctor]

Daniel. I know it’s been a long road, but we finally have some good news.

We’ve figured out what’s causing your hives. It’s called chronic spontaneous urticaria, or CSU. Now, the good news is that the treatment you’re on is suitable for this condition. We probably just need to increase your dose…

[Daniel]

This is not a happy moment.

A brief, relief, happy moment,

A call off the search happy moment,

A lighter, brighter, come out a fighter, celebrate all-nighter happy moment.

This doctor is a bitter pill.

A test too far for an everlasting will.

This is not a happy moment.

It twists inside and it never leaves.

This beast that prides itself on grief.

An explosion of crimson that covers my skin.

And when the medicines don’t work. Where do I begin?

You see, I’d die for anything that brought relief.

You think this is happy? You think this is peace?

Giving IT a name is not prescribing release.

It’s a repetition, a repetition, a repetition; this itch.

Which scratches and claws my life to bits.

This is not a happy moment.

Though really it should.

Without something more, a diagnosis is no good.

ONLY YOU CAN HELP THEM OUT OF THEIR TORMENT

WITH THE RIGHT TREATMENT, THE BURDEN OF

CHRONIC SPONTANEOUS URTICARIA CAN BE REDUCED

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