"Stop Hiding. Start Living" is dedicated to driving public awareness for psoriasis, a chronic autoimmune disease affecting 7+ million Americans. The core objective is to drive psoriasis sufferers to a dermatologist's office and seek treatment. Through a campaign focused on moderate/severe psoriasis sufferers, caregivers and the general public, Abbott partnered with leading professional and patient advocacy groups to create an educational, actionable and breakthrough campaign.As a means to connect with the targets, a celebrity spokeperson was enlisted, one who knows first-hand the stigma associated with the disease because she is a sufferer - LeAnn Rimes.