Our creative idea was to exaggerate just one of the ways rosacea patients deal with their condition, and make doctors realise that they can make the difference. We chose the application of make up. Something many sufferers spend time on every day.

We wanted doctors to really question is this really what people are going through - is this really their state of mind. What else are they covering up (besides the skin.) And how do we really drive home that the cover up with rosacea needs to end? Our creative idea then had a full strategic circle. Show an exaggeration (make up artist) speed up the process to create an idea of how time-consuming it can be, then reverse the action to show the rosacea and hit to the point "DR you can end the cover-up.

Two versions of our video were made, this one for consumers, and another for HCPs to expose the daily rituals (albeit exaggerated) patietns with rosacea go through. . it was equally important that both groups realised there was something they could do about rosacea now there is an effective treatment. This video was placed on an education awareness site, along with PR activity of patient interviews, SEM activity and GP comms - including, GP surgery posters, leaflets and and display advertising. At the website patients soon will be able to get more and more information about their condition, and why they should go to a doctor for help.