Our integrated campaign holds a mirror to the common coping mechanisms people use to deal with the disease (i.e., avoid situations, events, and clothing where people may see their plaques) rather than treat.

"The Inside Story" sheds light on the untold story going on inside those living with this disease - in a raw, honest, and vulnerable way. The films stop people with relatable and extremely personal stories that help them self identify with this behavior - as each narrative is uniquely told through the protagonist's thoughts.

The site uses a celebrity with psoriasis and well-known psoriasis bloggers to show they're not alone, by seeing what they've gone through, and inform them on taking action. The CRM program and ensures they seek help.

The film series for “Psoriasis: The Inside Story” consisted of 4 films, shot over 2 days for less than 100K per film. The films were centered around coping with psoriasis and exercise ("Swimmer"), events ("Friend of Honor), traveling ("Staycation"), and relationships ("Dating"). In "Dating", there was a conscious effort to include a protagonist that represented the LGBT community to maximize inclusion.

We anchored our stories around these moments, to help our audience self-identify with relatable, thought-provoking stories in relevant media channels. They live online, the website is only a click away, and the CRM is a simple sign up. It is a seamless integrated experience, with all channels serving a specific purpose

The reception to this program has been incredibly positive, with those going through the disease being able to relate to a side of psoriasis that is rarely talked about. The films are currently in their soft launch phase and we expect them to yield powerful results when the campaign is in full swing.