To raise empathy for those living with Atopic Dermatitis (AD), we built The World's Most Uncomfortable Bed. This multi-sensory sleep experience included pillows and linens containing the itchiest materials on earth, a specially constructed mattress that ensured tossing and turning, and a device that interrupted REM sleep with intermittent hot flashes. Then, we let those closest to Atopic Dermatitis sufferers spend a night, documenting the experience with night vision cameras and sharing the results of the activation with the general public.

In Canada, Pharma brands are prohibited from mentioning their brand or product name when describing or discussing the related condition. The Advertising Standards Council reviews all pharma campaigns and ensures that there is no solution-based messaging and any treatment mention on a website is balanced.

We needed to connect with the 1 million AD sufferers in Canada as well as their loved ones. Another important audience was key government decision makers who would choose whether to cover Dupixent on the provincial health formularies as well as Health Care Professionals who treat patients with eczema.

Those suffering from eczema may not realize that they actually have Atopic Dermatitis, a moderate to severe form of the skin condition. While topical prescription therapies are used to treat eczema, for those with AD, Dupixent is the only biologic currently on the market in Canada to help those suffering from this more acute form of the condition. While we couldn’t mention the drug given strict regulatory guidelines, we needed to reach those living with eczema and AD and create empathy while bringing to life a real understanding of the condition.

Knowing it’s impossible to know what’s it’s like to have AD unless you really have the condition, we created the next best thing – an experience that would create a real world simulation of what a sufferer experiences. So we built The World's Most Uncomfortable Bed. This multi-sensory sleep experience included pillows and linens containing the itchiest materials on earth, a specially constructed mattress that ensured tossing and turning, and a device that interrupted REM sleep with intermittent hot flashes. By creating this simulator and having loved ones experience the disturbed sleep experience for themselves, we could then film the story and conversation around the condition.

As human beings, there are few things we rely on as much as sleep. Unfortunately, those suffering from Atopic Dermatitis rarely get a good night's rest. In fact, the Eczema Society of Canada found that 79% of respondents reported a significant loss of sleep. Flare ups, often in the evening hours, can lead to unconscious scratching - even to the point of open sores, bleeding, and scarring. But beyond the physical side effects, this condition also exacts a mental toll, leaving patients feeling isolated, exhausted, and alone. The problem is that even loved ones can’t feel what it’s like to have AD. So we thought let’s give them one night of what AD sufferers experience 365 nights of the year.

To raise empathy for those living with AD, we built The World's Most Uncomfortable Bed and placed it inside the Gladstone Hotel, one of Toronto’s top boutique hotels, for an entire month. This multi-sensory sleep experience included pillows and linens containing the itchiest materials on earth, a specially constructed mattress that ensured tossing and turning, and a device that interrupted REM sleep with intermittent hot flashes. Then, we let those closest to Atopic Dermatitis sufferers spend a night, documenting the experience with night vision cameras and sharing the results of the activation with the general public. We even made burlap pajamas for each of the participants to wear to bed to ensure that they were able to experience what AD sufferers go through on a nightly basis.

Post campaign, a quantitative research study was conducted that proved the effectiveness of our campaign. In that study, 94% of people reported increased awareness of Atopic Dermatitis. 93% of people said it made them more empathetic towards those living with AD and 91% said it gave them a better understanding of what life is like for those living with the condition. And there was a 79% increase in intention to talk to a doctor or medical professional and a 300% increase in interest to visiting the website.

With the success of the campaign, the Bed has been requested by patient organizations across Canada to use at conferences and educational seminars.