The initiative is part of the campaign “A Realidade na Pele”, by the pharmaceutical company and created by DM9
Pfizer launched an awareness campaign on atopic dermatitis. The pharmacist has placed a model whose skin is scarred by the disease on the dust jacket of the fashion magazine, Vogue.
The initiative is part of Pfizer’s “Reality on the Skin” campaign and created by DM9.
It is very beautiful to see the result of this cover: a person with atopic dermatitis empowered and representing thousands of patients who, like her, may suffer from the prejudice and misunderstanding of this condition. It is a work that aims to inspire other patients and reveal a still hidden disease. The union of these two forces made the creative choice to launch a campaign on the cover of Vogue almost natural, said Nina Lucato, executive creative director at DM9.
In addition to the dust jacket, the magazine also has an article that provides information about atopic dermatitis and reports on the experience of those who live with it.
We are talking about injuries located in parts of the body that are often really exposed on a daily basis. When we talk openly about the subject, we dispel myths and show that the disease is not contagious, for example, we help to create a more empathic social environment for patients, fighting prejudice and the emotional damage it can cause to patients, explained the medical director. from Pfizer Brazil, Adriana Ribeiro.
The strategy created by the agency for this communication work also involved the medical community and, to sensitize physicians in creating a greater connection with their current and future patients with atopic dermatitis, Pfizer created a photographic exhibition that featured an essay carried out by photographer Gustavo Lacerda and was part of the activities of the Congress of the Brazilian Society of Dermatology, held in So Paulo, in August.
Entering the intimacy of these people was a wonderful experience. Listening to them, admiring them and realizing that, little by little, they started wanting to simply be and show themselves as they are. I hope they, like me, have noticed that the freedom to respect ourselves as we are is one of the most potent forms of beauty, declared photographer Gustavo Lacerda.
