Winner
An Outbreak of Optimism: Raising Atopic Dermatitis Patients’ Hope for the Future
Summary of work
Eczema is often dismissed as ‘dry, itchy skin’. But for people living with atopic dermatitis (AD), the most common form of eczema, it’s so much more than that. After years of life heavily burdened by the physical and psychological impacts of their condition, many who have suffered endless cycles of ineffective treatments had lost hope. And resigned themselves to living with adaptions and compromises and had stopped going to their dermatologist.
Through Change AD, a unique patient-facing brand and long-term destination for patient education, we are changing this. By being a source of optimism. By renewing hope and expectations of life with AD. By reshaping understanding of AD as a chronic condition that requires a long-term solution. By inspiring action to reconnect patients with their dermatologist. And by offering support and practical tools to empower better conversations around the impact of their condition and desire for better control and treatments.
With Change AD we’ve brought real change for patients, successfully creating an outbreak of optimism for finding better treatments. We’ve achieved double-digit percentage increases in patient-doctor conversations about new treatment options. And, importantly, we’re leaving more patients emboldened and with a renewed outlook for what life with AD could be.
Judges’ comments
“‘An outbreak of optimism: Raising atopic dermatitis patients’ hope for the future’ is a well-planned and tailored long-term approach to support a huge drug launch. The objectives showed rigour on both a local and global level, the measures of success were clearly stated and the team had an excellent patient understanding. Overall, the results demonstrated statistical significance and were hard to ignore. A clear winner.”
