Japan is a country where the stigma of psoriasis, a skin condition that causes painful raised plaques, is among the worst in the world. The word for psoriasis, kansen, confusingly is a homophone for “contagious” in Japanese. The misconception that it is contagious can lead patients to isolate themselves and avoid social interactions.
We launched an initiative with a well-known model who revealed that she is living with psoriasis as the ambassador. The campaign included an art exhibition where beautiful artworks that when photographed with a flash revealed hidden psoriasis plaques and related the daily struggles experienced by people who have psoriasis.
・ Awareness of psoriasis increased 15.4 percentage points (from 24.7% to 40.1%)
・ The misconception that psoriasis is contagious decreased 72.5% (n=1,000)
・ Psoriasis patients concerned with their appearance dropped by 30 percentage points
・ 10 times increase in biologic-related news compared to the previous year
・ 12 million social media engagements (four times the KPI)
2019 PR Awards Asia: Gold (Healthcare), Silver (Public Education)
2019 Spikes Asia: Silver (Healthcare)