Our target audience were Dermatologists, immunologists and healthcare professionals who treatpatients with psoriasis. These doctors work with psoriasis patients all day long. Meaning they become desensitised to the impact of the disease. We needed to remind them of the impact the condition can have on patients’ lives.

At the largest dermatology congress in the world, we showed dermatologists how psoriasis really sucks the joy out of life by ‘sucking the life’ out of real patient stories. Exposing what patients had to give up because of their condition. Each exhibit was accompanied by its own audio story that immersed the listener into the patient’s life. With the conversation continued through print, outdoor and online advertising we ensured that the campaign was seen by thousands of dermatologists. Helping them to understand that it’s much more than just a skin condition, by showing them just how much psoriasis sucks.

Dermatologists were the primary audience for this campaign. Therefore, it made sense to launch ‘Life Sucked Out’ at the world’s largest dermatology congress. Sat alongside our branded booth we had a stand dedicated to ‘Life Sucked Out’. With every booth demanding congress visitors’ time and attention, we needed our booth to stand out. The size of construction, which proudly displayed our real patient stories, meant that our work was hard to ignore. Each exhibit had its own audio story. Inspired by real patient insights, it educated visitors on the impact psoriasis has on patients’ lives. The advertising outside and around the congress ensured that everyone who visited EADV came into contact with our campaign. After seeing Life Sucked Out, dermatologists were invited to the branded booth to talk about treatment options with their patients.

Life Sucked Out is an evocative and unmissable campaign that centres its execution around the items people gave up because of psoriasis. In front of its primary audience, it laid bare an issue that still very much exists. Psoriasis patients are not getting the treatments they need and it’s stopping them from living the life they want. Without air, we have no life. So by taking their items and sucking all of the air from them, we took the life out of them too. The audio story disturbingly placed the visitor inside of the sucked out exhibit, creating an uncomfortable listening experience. In our rolled out media, we placed the exhibits within the desolate worlds of the patients. The large exhibits stood empty and lonely in the frame. Heroing the patient story, while creating a sense sadness in the message.

Over 8,000 specialists engaged with the exhibits increasing the awareness of psoriasis being more than just a skin condition significantly. All associated literature was taken from the booth. Life Sucked Out was then toured around Janssen’s offices.