PLEASE TOUCH – TOGETHER ACTIVE AGAINST PSORIASIS
| Title | PLEASE TOUCH – TOGETHER ACTIVE AGAINST PSORIASIS |
| Brand | BERUFSVERBAND DER DEUTSCHEN DERMATOLOGEN E.V. (BVDD) [GERMAN ASSOCIATION OF DERM |
| Product/Service | AWARENESS AND ACTIVATION CAMPAIGN FOR PSORIASIS |
| Category |
F03. Patient Education & Adherence |
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Entrant
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EDELMAN Munich, GERMANY
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Idea Creation
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EDELMAN Munich, GERMANY
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PR
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EDELMAN Munich, GERMANY
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Production
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EDELMAN Munich, GERMANY
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Credits
| Manuel Frank |
Edelman.ergo |
Managing Director Creative |
| Evelyn Kremer |
Edelman.ergo |
Director |
| Susanne Barth |
Edelman.ergo |
Account Executive |
| Dominic Trautvetter |
Edelman.ergo |
Creative Director |
| Tanja Warzecha |
Edelman.ergo |
Project Manager |
| Jeanette Bauer |
Edelman.ergo |
Art Director |
| Julia Bothe |
Edelman.ergo |
Digital Consultant |
| Nicolai Berg |
Edelman.ergo |
Copywriter |
| Stefan Erdmann |
Edelman.ergo |
Developer |
| Daniel Wiedemann |
Edelman.ergo |
Frontend Developer |
| Ralf Hoffmann |
Edelman.ergo |
Developer |
| Kirsten Breustedt |
Freelancer |
Photographer |
The Campaign
In focus groups we discovered, that patients hide their skin and keep physical distance. Most unaffected people believe psoriasis is contagious. “Please touch” puts the emotional aspect of the disease in the spotlight: the lack of being touched. We build our communication on this topic and have created an aesthetic look in the style of classic beauty photography. Affected skin is the irritating element that draws attention. The claim „please touch“ amplifies that effect. The disruptive key visual has raised awareness right from the start.
Creative Execution
The online-centric campaign is based on 3 pillars:
1. Awareness: On National Hug Day we involved dermatologists by placing posters and info material in 7,500 doctor’s offices and we had live photo-shooting-events in Berlin, Munich, Hannover including extension to online and social media. A partnership with Germany’s most popular newspaper BILD helped to trigger the campaign’s success, as much as social media and an extensive 360 degree media outreach spread the word. All of this led to the website.
2. Education: The website is the content hub and at the center of all activities
3. Activation: Therapy motivation via website with Q&A platform, dermatologist search, guidelines, a hotline and a dialog tool.
• 7,500 Posters in dermatology practices
• Website: over 300,000 page visits
• Media reach: over 35 million
• Sales of biologics increased by 50%
But above all, the campaign genuinely helped to improve people’s lives.
The BVDD wanted to motivate people affected by psoriasis to (re)visit specialized dermatologists and try new therapies with modern medication to enhance their quality of life. The integrated awareness and activation campaign “Please touch” takes up a sensitive issue in a gentle but attentive way. With strong visuals it informs about the widespread disease psoriasis – across all channels: launch events on National Hug Day with live photo-shootings including extension to online and social media; cooperation with Bild.de; poster and content marketing campaigns, coverage in print/online, TV & radio, SEO-optimized website with Q&A platform, dermatologist search, guidelines and a hotline.
Content-based concept
Our research shows that people affected by psoriasis prefer the internet as means of communication. Therefore, the website is at the core of our online-centered campaign. It serves as point of contact for the affected and their relatives and breaks down barriers. The website reflects the three campaign-pillars: Awareness, Information and Activation.
Technical concept
We created a user-friendly and responsive website that is superbly optimized for SEO: it is technically constructed in such way that both users and search engine-bots can correctly interpret and understand it. On average we have over 100 page views per day through organic search – tendency increasing. Google search is our biggest source of traffic.