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BRAND Psoriatic arthritis disease awareness CLIENT Amgen/Wyeth FROM LEFT: Andy McAfee, associate creative director; James Gillespie, senior copywriter; George Starr, senior art director; Holly Wright, senior account supervisor; Eric Pernod, associate creative director, art
The goal of the "Questions" print campaign was to create awareness among psoriasis patients about joint pain, drive them to the Web site MyPsoriasisConnection.com for more information, and encourage them to talk with their dermatologist.
The PSA is aimed at educating psoriasis patients who are also experiencing joint pain about psoriatic arthritis—and the fact that they could be at risk for permanent joint damage. "The ad quickly telegraphs to patients with psoriatic plaques, 'Hey, this ad is for me,' and to start that conversation with their dermatologist," says Andy McAfee, associate creative director. "This is an important educational message for patients, so we really wanted to be sure they didn't miss it."
Nearly four in 10 people with psoriasis have psoriatic arthritis. But often these folks never make the connection between their skin condition and joint pain. While the skin symptoms are more evident, patients tend to ignore the joint pain symptomatic of psoriatic arthritis.
The headline, along with the psoriatic plaques forming the question mark on the arm, represents a single-minded way to help patients realize that the question—"Is it actually psoriatic arthritis?"—is for them.