007 ︎
CREATIVE CONCEPT
SOCIAL
ART DIRECTION
AWARENESS
SOCIAL
ART DIRECTION
AWARENESS
2023
CONTEXT
Psoriasis is often perceived as a condition whose stigma has been overcome. While public discourse has evolved and information is more accessible, prejudice still appears when the disease is experienced up close. Awkward looks, subtle rejection and misinformation show that psoriasis remains stigmatized in real-life, everyday situations, causing many patients to continue feeling judged.
For World Psoriasis Day, we launched the social experiment “Vamos en la dirección correcta”, based on a familiar scenario: sharing a car with strangers. Hidden cameras captured genuine reactions when passengers learned that one of their companions had psoriasis, revealing how instinctive judgment and stigma persist when the disease becomes personal.
The experiment was shared on social media through short video pieces that exposed spontaneous behaviors driven by curiosity and lack of awareness. Each piece delivered a key message to challenge common myths about psoriasis and led viewers to an educational landing page with the full experiment.
THE CAMPAIGN
For World Psoriasis Day, we launched the social experiment “Vamos en la dirección correcta”, based on a familiar scenario: sharing a car with strangers. Hidden cameras captured genuine reactions when passengers learned that one of their companions had psoriasis, revealing how instinctive judgment and stigma persist when the disease becomes personal.
The experiment was shared on social media through short video pieces that exposed spontaneous behaviors driven by curiosity and lack of awareness. Each piece delivered a key message to challenge common myths about psoriasis and led viewers to an educational landing page with the full experiment.