Psoriasis is more than just a skin condition. For many patients it can fundamentally affect their self-worth and self-esteem, and stop them living a normal life. Things many of us take for granted, like playing sport, wearing our favourite clothes, or dating, can become extremely challenging for people with psoriasis.

Long-term suffers often give up and resign themselves to living with the condition, and stop seeking new options for treatment. They can grow to mistrust health systems, and any messages they see from them, which is why many of them haven’t been back to see a doctor or dermatologist in years.

Celgene were conducting a pilot programme in Austria, to let psoriasis suffers know there were new treatment options available from their dermatologist. We wanted patients not to just resign themselves to living with their condition, but to ‘rise up’ and speak to their doctor about treatment options.