Award: CAMPAIGN AWARDS \ C29. Public Education

More than half a million people in Japan live with psoriasis, a debilitating skin condition requiring long-term management. People with psoriasis face stigma and discrimination due to the misconception that it is a cosmetic and contagious condition – even the Japanese word for psoriasis (KANSEN) means contagious.
In 2018 we launched a public awareness campaign aimed at challenging these misconceptions and addressing barriers. The campaign was built around the Japanese word HIKANSEN – which has a double meaning of ‘not contagious’ and ‘be optimistic’ – using experiential PR to foster empathy and understanding among key audiences.