Award: CAMPAIGN AWARDS \ C20. Healthcare: Ethical

Social stigma attached to psoriasis – a chronic and debilitating skin condition – has a huge impact on the mental wellbeing of over half a million Japanese psoriasis patients. To challenge public misconceptions and motivate patients to seek support and optimal treatment, Janssen Japan partnered with an up and coming fashion label and psoriasis patient groups to launch FACT FASHION – a clothing line designed by patients for patients.

Under the FACT FASHION label, 13 stylish clothing items were designed with psoriasis-friendly features, and show-cased at educational events in Tokyo and Fukuoka, empowering patients to take back their lives, and seek support. Promoted via an integrated, multi-channel communications campaign, including paid, earned, shared and owned media, FACT FASHION generated extensive broadcast, print and digital coverage, reaching over 100 million people with accurate educational messages about psoriasis, helping to overcome misconceptions about this devastating disease.