Psoriasis should not make people pariahs: Novartis campaign

Launched in conjunction with World Psoriasis Day on October 29, this campaign by Novartis aims to raise awareness about the skin condition psoriasis and the stigmatisation sufferers can face.

In addition to the film above by Kingdom Digital, the brand tried to start an ice-bucket-challenge type of social-media trend, asking people to wear their clothes inside out to show solidarity with people who have the condition. Nowhere in the campaign will you find any mention of a drug Novartis sells to treat psoriasis.

Ad Nut, who happens to be blessed with flawless skin and fur, is also aware that psoriasis is not contagious and is not due to poor hygiene. So please be kind, lest a benign skin condition lead to much more serious consequences, as the video suggests.

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