The ABPI code applies in the UK where this campaign ran.

Our audience for this campaign were HCPs, specifically GPs, treating psoriasis. GPs aren't taught that psoriasis is an itchy condition and so don't consider the impact that the symptom has on their patients. We wanted to show GPs the impact itch and get them to reconsider how they treat psoriasis.

We see a woman disturbed from sleep sitting up in bed, turning the light on and starting to itch the plaques on her elbows, the plaques are made up of patches of black ants crawling over her elbows. As she scratches the ants disperse and then as soon as she stops, they crawl back into place. This represents the constant, disturbing reality of the agonising itch of psoriasis.