GOAL

To create awareness of psoriasis as a non-infectious condition and to reduce the stigma that many psoriasis sufferers experience.

PROJECT

And you, what would you like for Christmas? Taking advantage of the festive season and the excitement and dreams that surround it, we compared the material desires healthy people usually have with the desires of people suffering from psoriasis to reflect on what’s really important.

This campaign started off with a two-week digital teaser phase in collaboration with the Acción Psoriasis patients association and ended with a large information marquee in Madrid’s Puerta del Sol. Here, explanatory talks were given about the psoriasis, and visitors were encouraged to share their wishes for normalizing psoriasis by writing them on Christmas baubles that were hung on a huge tree.

In addition, the general public was encouraged to share their wishes for psoriasis sufferers via a website and on Facebook and Twitter with the hashtag @DeseosXpsoriasis.

MEDIA OUTLETS

Website, social media and the press.

RESULTS

The campaign reached over 4,800,000 Twitter users, who shared 1,800 Tweets sending wishes. 4,000 people joined the action via Facebook and Instagram. Several media outlets such as Radio Nacional de España and Telemadrid television channel covered the event.