The disease awareness campaign, created by FCB Health, features videos of real stories of patients suffering from the disease
“Atypical dermatitis (AD) like no one has ever seen”. This is AbbVie’s promise in its new Atypicals campaign, created by FCB Health, which aims to reinforce the message that atopic dermatitis is a systemic disease that manifests itself from the inside out.
The campaign has a series of three animations produced in partnership with Vetor Filmes and each part of the first season presents a different profile of the patient and the impacts that the disease causes in their lives.
“We want this campaign to work as an important tool to increase understanding of atopic dermatitis among patients and society in general. There is still a lot of stigma around the disease and it is essential to show that it is a chronic, non-contagious condition that can be controlled,” said Srgio Pacheco, Director of Immunology at AbbVie.
The first film, “Scorching Cold”, portrays the difficulties of patients during the coldest times of the year, presenting the symptoms triggered by the disease, such as intense itching, dry skin, burning sensation, sleep disturbances and absenteeism from work.
The second film, “Desert Childhood”, addresses the impacts of the disease on children, as it is estimated that 20% of them worldwide live with atopic dermatitis. The latest film, “Monster in the Closet”, portrays how certain types of clothes or fabrics can trigger episodes of the disease, bringing harm to socialization and mental health in adolescents.
“All the scripts are based on real stories, and were written to represent ‘the world from within’, that is, what happens under the patients’ skin, which people who do not live with atopic dermatitis cannot see or understand. . They are films to be, in fact, felt in the skin”, affirmed the duo of creative directors of FCB Health, Diogo Barbosa and Murilo Battistella.
The premiere film will be broadcast on Globo in September, the month of Atopic Dermatitis Awareness, and the next ones are scheduled for broadcast in November, with exhibitions on open TV, online, digital and social networks.
The animations can be seen in their entirety on the website atopicos.com.br, where information about the disease and teaching materials that explain the metaphors that each film presents are also available. In addition, the site helps the patient to find a doctor who specializes in treating atopic dermatitis through the search tools of the Brazilian Society of Dermatology.
All films were produced by Vetor Filmes, directed by Gabriel Nbrega, and by Canja udio Culture, directed by Eduardo Karas, Lucas Sfair, Filipe Resende.
