We learned there is a social stigma faced by people with psoriasis, adding to the burden of managing the disease. We also learned from the NPF that the organization's members who self-report are not seeking out or receiving treatment for their condition, or they have tried various treatments only to give up if nothing works. We used these learnings to harness the creative idea around hiding, something psoriasis sufferers feel on a daily basis. Campaign: Stop Hiding. Start Living.Key Visual: Pink camouflage The campaign became a clear CTA with an empowering tone tapping into the target's emotional burdens.

•PR Original coverage impressions: 27.3MMRMT impressions: 1.3MMOnline Video impressions: 6.5MMPress Release impressions: 53.7MMAudio News Release cumulative audience total: 12.8MM•TV PSA (data from 10/1 – 11/30)Airings: 869Audience: 9MMAD value: $325K•Radio PSA (data from 11/1-11/30)Airings: 729Audience: 13MMAD value: $355K•Online 26,272 visitors since launch (9/1 – 12/31)One week of SEM generated 2/3 of site visits in the Oct 1,971 registrants (equates to a 7.5% registration rate; industry standard is 3%)